Expanding the brand beyond shaving, brand owner Procter & Gamble says it also wants to establish ‘an emotional bond among men’, hoping to engage and broaden consumer loyalty.
The new campaign will use the tag line ‘The Moment’, which was developed following extensive global research that took into account the opinions of men who use shaving products worldwide, the company claims.
The research also showed that the men are looking for personal care products that give them added confidence and help them to feel and look their best.
“The new campaign is a natural progression of our successful ‘The Best A Man Can Get’ campaign. It supports our strategy to build our global leadership to men’s grooming and strengthen the emotional bond we have with more than 600 million men who start each day with Gillette,” said Peter Clay vice president for the Gillette brand.
Taking a more earthy approach, the advertising campaign will include ‘every day guys’ in contrast to the chiseled, muscular look that was associated with the previous advertisements.
The campaign will also feature the Gillette Champions – Tiger Woods, Roger Federer and Derek Jetter - who the company hope will also reflect the ‘every day’ while also associating with success in a competitive world.
The TV advertising campaign already debuted in the US two weeks ago and is expected to be rolled out worldwide in the course of the next few months as a means of promoting Gillette shave gels, styling products, deodorants, and body washes.
In line with this more earthy approach, Gillette has recently launched a marketing campaign harnessing social networking websites and You Tube to help promote intimate male shaving, a type of personal care it refers to as ‘manscaping’.
Video titles include ‘How to shave your armpits’, ‘How to shave your groin’ and ‘How to shave your back’.
Gillette is using these marketing tools to engage with a new younger consumer and promote its expanding product range.