{"id":25623212,"date":"2025-09-03T15:56:11","date_gmt":"2025-09-03T10:26:11","guid":{"rendered":"https:\/\/entri.app\/blog\/?p=25623212"},"modified":"2025-10-01T14:41:34","modified_gmt":"2025-10-01T09:11:34","slug":"gillette-the-best-men-can-be-campaign-case-study","status":"publish","type":"post","link":"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/","title":{"rendered":"Gillette\u2019s Bold Rebrand: \u201cThe Best Men Can Be\u201d Campaign"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e635946c641\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e635946c641\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Introduction\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Campaign_Background_Context\" >Campaign Background &amp; Context<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Campaign_Objectives_Strategic_Insight\" >Campaign Objectives &amp; Strategic Insight<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Creative_Execution_Messaging\" >Creative Execution &amp; Messaging<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Public_Response_Controversy\" >Public Response &amp; Controversy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Brand_Positioning_Purpose\" >Brand Positioning &amp; Purpose<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Results_KPIs\" >Results &amp; KPIs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Recognition_Industry_Impact\" >Recognition &amp; Industry Impact<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Key_Marketing_Takeaways\" >Key Marketing Takeaways<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/entri.app\/blog\/gillette-the-best-men-can-be-campaign-case-study\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<div class=\"alert alert-success\">\n<p><strong>Key Takeaways:<\/strong><\/p>\n<ul>\n<li>Gillette changed its tagline from \u201cThe Best a Man Can Get\u201d to \u201cThe Best Men Can Be\u201d to tackle toxic masculinity.<\/li>\n<li>It got global attention, mixed reactions and went viral. Brand activism is high-risk, high-reward.<\/li>\n<li>It used storytelling, purpose-driven branding and digital-first campaigns to talk to younger audiences.<\/li>\n<li>Brands must go beyond products and take cultural stances to be relevant.<\/li>\n<li>For digital marketers, this is a masterclass in purpose-driven branding, virality and risk management.<\/li>\n<\/ul>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Introduction\"><\/span><b>Introduction<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For decades, Gillette was more than a shaving company. With its iconic slogan <em>\u201cThe Best a Man Can Get\u201d<\/em> (1989) it was the benchmark of masculinity.<\/p>\n<p>But by 2019, the world had changed. Social conversations around <strong>toxic masculinity, #MeToo, and gender roles<\/strong> were dominating the headlines. Younger consumers were demanding more from brands, not just products but values.<\/p>\n<p>Gillette responded with a bold rebrand campaign: <em>\u201cThe Best Men Can Be\u201d<\/em><\/p>\n<p>The ad, launched online, didn\u2019t show close-ups of razors or smooth shaves. Instead, it showed scenes of <strong>bullying, harassment, gender stereotypes, and positive role models<\/strong>. The message? Men could, and should be better.<\/p>\n<p>The response? Huge. Some loved it, others hated it. The ad went viral, and the debate raged across social media and the news.<\/p>\n<p>This wasn\u2019t just an ad. It was a cultural moment and a marketing strategy that still holds lessons for us today.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/entri.app\/course\/digital-marketing-training-course\/\" target=\"_blank\" rel=\"noopener\"><strong>Join Our Online Digital Marketing Course &#8211; Enrol Now!<\/strong><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Campaign_Background_Context\"><\/span><b>Campaign Background &amp; Context<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gillette had found its place in men\u2019s grooming ever since it came with the tagline, \u201c The Best a Man Can Get\u201d in 1989. It started cultural debates and discussions around the idea of masculinity. With a shift in thought and the social environment, Gillette recognised the need to modernise its brand promise, with young adults like Millennials (and Gen Z) as the target audience.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-25623213 aligncenter\" src=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/gillette-case-study-300x205.webp\" alt=\"Gillette\" width=\"300\" height=\"205\" srcset=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/gillette-case-study-300x205.webp 300w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/gillette-case-study-150x103.webp 150w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/gillette-case-study.webp 730w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It is in 2019 that the brand came up with a new approach to its marketing. Factors like the #MeToo movement and generational transformations that were happening around them pushed them to do so. The #MeToo movement that started in 2017 has played a great part in changing discussions about masculinity and power stressing more on taking responsibility. The traditional masculine behaviours were sabotaged, giving way to a scrutinised approach. Millennials and Gen Z consumers weren&#8217;t just buying products; they were buying from brands that shared their ideals. Research shows that about 73% of millennials were willing to pay more for sustainable products and socially responsible brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There were active conversations around toxic masculinity with high-profile cases taking over the headlines. Society was getting ready for a transformed ideology about manhood. In this scenario, Gillette made a critical choice between evolving or remaining irrelevant.<\/span><\/p>\n<div class=\"lead-gen-block\"><a href=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2023\/06\/Digital-marketing.pdf\" data-url=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2023\/06\/Digital-marketing.pdf\" class=\"lead-pdf-download\" data-id=\"a36ef0b\">\n<div class=\"lead-gen-block\">\n<p style=\"text-align: center;\"><button class=\"btn btn-default\">FREE DOWNLOAD AI IN marketing ROADMAP<\/button><\/p>\n<\/div>\n<\/a><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Campaign_Objectives_Strategic_Insight\"><\/span><b>Campaign Objectives &amp; Strategic Insight<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gillette&#8217;s leadership team, with the brand director Pankaj Bhalla as the head, came up with a very calculated and bold decision. They decided to leverage their cultural authority around masculinity to lead a conversation about positive male behaviour. This became their core objective.\u00a0<\/span><\/p>\n<h3><b>Primary Objectives:<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">\u00a0\u00a0\u00a0<\/span><b>Cultural Leadership:<\/b><span style=\"font-weight: 400;\"> The rebrand positions Gillette as a thought leader in modern discussions about masculinity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0\u00a0\u00a0<\/span><b>Demographic Expansion:<\/b><span style=\"font-weight: 400;\"> It helps connect authentically with younger consumers who expect brands to take stands on social issues.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0\u00a0\u00a0<\/span><b>Brand Differentiation:<\/b><span style=\"font-weight: 400;\"> It moves beyond product features to emotional and value-based positioning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0\u00a0\u00a0<\/span><b>Long-term Relevance:<\/b><span style=\"font-weight: 400;\"> It ensures that Gillette remains culturally significant in an era of rapid social change.<\/span><\/p>\n<h3><b>The Strategic Insight<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The campaign was built on a crucial consumer insight discovered through extensive research. There were many men who couldn&#8217;t relate to the stereotypical masculine behaviours and were actively seeking a different standard of masculinity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An extensive internal research showed that about 61% of men felt that traditional masculine stereotypes were outdated as well as limiting. More importantly, among the crucial category aged between 18 and 34, 79.6% of viewers responded positively to progressive messages about masculinity.<\/span><\/p>\n<h3><b>The Financial Commitment<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To prove this was not just a marketing strategy, Gillette pledged about $1 million on an annual basis for three years to non-profit organisations. They aimed at helping men and boys become role models, which signalled real investment beyond marketing strategies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It stands as a bold stand of activism with accountability and not just advertising. Strategically, the campaign had digitally updated and value-based consumers who think less of traditional representations in advertisements. Gillette, thus, committed to align itself with progressive ideals and have a firm hold in a rapidly evolving market.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Creative_Execution_Messaging\"><\/span><b>Creative Execution &amp; Messaging<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A creative approach to conveying the message makes the campaign all too appealing. The video, \u201cWe Believe: The Best Men Can Be\u201d that went viral was at the heart of the campaign. There were no plans for action sequences for the advertisement as is the standard way. Instead, viewers saw moments of men being accountable, like men stepping in to stop harassment, fathers guiding their sons toward kindness and respect. The message that ended with is \u201cIt\u2019s only by challenging ourselves to do more that we can get closer to our best.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They made sure that the content is authentic and raw. Beyond the screen, Gillette extended its commitment by launching real partnerships with organisations that help boys and men become better role models.<\/span><\/p>\n<h3><b>The Dream Team<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In addition to unveiling the new phase of advertisement, Gillette assembled an all-star creative team to bring their vision to life. This actually\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Director: Kim Gehrig, the acclaimed filmmaker behind Nike&#8217;s &#8220;Dream Crazy&#8221; and Sport England&#8217;s &#8220;This Girl Can&#8221;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Agency: Grey New York, Gillette&#8217;s long-time creative partner<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Production: Somesuch, known for ground-breaking social issue campaigns<\/span><\/li>\n<\/ul>\n<h3><b>The Creative Masterpiece<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The main content at hand was a 1-minute, 48-second film that would become one of the most-watched and analysed advertisements in history. Here&#8217;s how they did it:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First of all, the ad film opened with a powerful subversion of Gillette&#8217;s own tagline: &#8220;Is this the best a man can get? Is it?&#8221;<\/span><\/p>\n<p><b>Problem Identification:<\/b><span style=\"font-weight: 400;\"> A montage of troubling scenes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Boys bullying each other while adults dismiss it as &#8220;boys will be boys&#8221;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Men catcalling women on the street<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sexual harassment in professional settings<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mansplaining and interrupting women<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Media coverage of the #MeToo movement<\/span><\/li>\n<\/ul>\n<p><b>Solution Showcase:<\/b><span style=\"font-weight: 400;\"> Positive examples of men:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Intervening to stop bullying<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Calling out inappropriate behavior<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mentoring young boys to be respectful<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Demonstrating emotional intelligence and empathy<\/span><\/li>\n<\/ul>\n<p><b>Call to Action:<\/b><span style=\"font-weight: 400;\"> The message that &#8220;the boys watching today will be the men of tomorrow&#8221; and that men must actively choose to be better.<\/span><\/p>\n<p><b>Revolutionary Approach: <\/b><span style=\"font-weight: 400;\">Unlike the razor ads that came before, there were no shots with prime focus on the product at all. Neither were there any slow-motion scenes of men shaving, or the gleaming razors. Instead, there was just natural and unfiltered social commentary.<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/entri.app\/course\/digital-marketing-training-course\/\" target=\"_blank\" rel=\"noopener\"><strong>Join Our Online Digital Marketing Course &#8211; Enrol Now!<\/strong><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Public_Response_Controversy\"><\/span><b>Public Response &amp; Controversy<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The acceptance of such a revolutionary step in ad filmmaking should also be analysed in detail. Along the line of reception, there is a strict space where that was not totally appreciated as well. Here is an extensive exploration of the reception:<\/span><\/p>\n<h3><b>The Digital Explosion<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The response was immediate as well as intense. It was something polarising beyond Gillette\u2019s speculations and anticipation. In the first 24 hours, there were 1.1 million social media mentions, which is about 214% increase from the previous day. On YouTube, there was a hike in the views, it came up to 4+ million. Above all, #TheBestMenCanBe hashtag was used 187,400 times, which marked the digital revolution.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After the first week, the ad hit<\/span><span style=\"font-weight: 400;\">\u00a0 <\/span><span style=\"font-weight: 400;\">1.5 million total social media mentions, which shows how people have taken over the ad\u2019s message and their social commitment. YouTube views went up to 32+ million. In addition to all this, there were about 28 million views on Twitter.\u00a0<\/span><\/p>\n<h3><b>The Backlash Tsunami<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to the negative reaction, it can be commented to be somewhat swift as well as fierce. YouTube metrics tell the story. Like-to-dislike ratio<\/span> <span style=\"font-weight: 400;\">was approximately 1 to 3. Within no time, the ad became the most disliked videos on YouTube. The comments section was flooded with negative remarks, rage and threats of boycott.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to the other social media platforms, here is a breakdown of the sentiment:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">As per BrandTotal&#8217;s analysis there came about,<\/span><\/p>\n<p><b>63% negative sentiment<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><b>29% neutral sentiment<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><b>8% positive sentiment<\/b><\/p>\n<h3><b>The Boycott Movement: <\/b><b>\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">#BoycottGillette went trending across various platforms. <\/span><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Thousands posted videos of themselves throwing away Gillette products.<\/span> <span style=\"font-weight: 400;\">Conservative commentators like Candace Owens called it &#8220;cultural Marxism&#8221;.<\/span> <span style=\"font-weight: 400;\">Piers Morgan accused Gillette of waging &#8220;war against masculinity&#8221;.<\/span><\/p>\n<h3><b>The Support Wave<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The campaign surely received significant praise from the remaining active consumers of both the product and largely the advertisement.<\/span><\/p>\n<p><b>Celebrity Endorsements:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Bernice King (daughter of Martin Luther King Jr.) praised the message.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Terry Crews defended the campaign on <\/span><i><span style=\"font-weight: 400;\">The View<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Multiple celebrities shared positive reactions across social platforms.<\/span><\/p>\n<p><b>Demographic Insights:<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\"> The response varied dramatically by age and gender:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Millennials and Gen Z: Significantly more positive.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Women: 51% of targeted audience, largely supportive.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Older males: Most negative reactions.<\/span><\/li>\n<\/ul>\n<p><b>Industry Recognition:<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\"> Marketing experts were divided, but many praised Gillette&#8217;s courage. Scott Galloway of NYU Stern called it &#8220;authentic brand activism&#8221; that would pay long-term dividends.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brand_Positioning_Purpose\"><\/span><b>Brand Positioning &amp; Purpose<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gillette&#8217;s campaign represented a revolutionary shift in brand positioning that marked the transformation. Their focus shifted from product to purpose.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-25623214 aligncenter\" src=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/BEST-MAN-CAN-BE-300x110.webp\" alt=\"Best Man Can Be\" width=\"371\" height=\"136\" srcset=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/BEST-MAN-CAN-BE-300x110.webp 300w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/BEST-MAN-CAN-BE-1024x377.webp 1024w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/BEST-MAN-CAN-BE-768x283.webp 768w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/BEST-MAN-CAN-BE-150x55.webp 150w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/BEST-MAN-CAN-BE-750x276.webp 750w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/BEST-MAN-CAN-BE.webp 1100w\" sizes=\"auto, (max-width: 371px) 100vw, 371px\" \/><\/p>\n<p><b>Old positioning:<\/b><span style=\"font-weight: 400;\"> Best razor for best performance.<\/span><\/p>\n<p><b>New positioning:<\/b><span style=\"font-weight: 400;\"> Best brand for best men.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another key shift happened from features to values.<\/span><\/p>\n<p><b>Old messaging:<\/b><span style=\"font-weight: 400;\"> Superior shaving technology.<\/span><\/p>\n<p><b>New messaging:<\/b><span style=\"font-weight: 400;\"> Superior masculine values.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Initially the target audience was addressed individually and now they referred to collective sensibility.<\/span><\/p>\n<p><b>Old focus:<\/b><span style=\"font-weight: 400;\"> Individual grooming success.<\/span><\/p>\n<p><b>New focus:<\/b><span style=\"font-weight: 400;\"> Collective social responsibility.<\/span><\/p>\n<h3><b>The Continued Evolution<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Gillette proved this not to be a one-off stunt with campaigns to follow up. Instead, it came up with a motive to break the stereotypes and touch upon the young minds. They made inclusivity their trademark.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;First Shave&#8221; of 2019 featured transgender teen Samson Bonkeabantu Brown in his first shaving experience. This landed them on winning a Cannes Glass Lion for inclusion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Indian version of &#8220;Shaving Stereotypes&#8221; showcased female barbers challenging gender employment norms. This landed them a Silver Lion at Cannes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These campaigns demonstrated Gillette&#8217;s original and genuine commitment to progressive masculinity that works beyond the initial moment of going viral.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Results_KPIs\"><\/span><b>Results &amp; KPIs<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While the widespread boycott threats remained, Gillette&#8217;s financial performance also went surprisingly up.<\/span><\/p>\n<p><b>Sales Stability:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">P&amp;G CFO Jon Moeller reported sales were &#8220;in-line with pre-campaign levels&#8221;.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gillette Shave Club subscription service continued growing and adding new subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">P&amp;G&#8217;s grooming segment saw 4% organic growth in Q2 2019.<\/span><\/p>\n<p><b>Market Performance:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Stock price remained stable throughout the controversy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brand maintained market leadership despite competitive pressure.<\/span><\/p>\n<h3><b>Engagement Success: Beyond the Backlash<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The campaign achieved unprecedented engagement metrics:<\/span><\/p>\n<p><b>YouTube Performance:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">32+ million views across all platforms.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">2.5x engagement rate after three days (1.5x higher than platform average).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Significantly outperformed Nike&#8217;s Kaepernick ad in pure engagement numbers.<\/span><\/li>\n<\/ul>\n<p><b>Social Media Dominance:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1.5 million mentions in the first week.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Generated more online discussion than any Gillette campaign in history.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Earned media value estimated at $163 million.<\/span><\/li>\n<\/ul>\n<h3><b>Target Audience Achievement<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The significant impact can be noted to be Gillette\u2019s achievement of its primary objective with younger consumers.<\/span><\/p>\n<p><b>Demographic Success:<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\"> Jon Moeller confirmed: &#8220;Early results, when you look at the age-group specifics, both internally and externally, reflect that we&#8217;re accomplishing that objective&#8221; of connecting with younger consumer groups.<\/span><\/p>\n<p><b>Values Alignment:<\/b><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"> Post-campaign research showed 71% of viewers said they shared Gillette&#8217;s values after watching the ad.<\/span><\/p>\n<h3><b>Corporate Social Responsibility Impact<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The $3 million commitment created reflected in the measurable social impact. Boys &amp; Girls Clubs of America received initial funding for mentorship programmes. In addition to this, multiple non-profit organizations benefited from the three-year initiative that they signed up for. Most importantly, the brand established new industry standards for authentic corporate activism.<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/entri.app\/course\/digital-marketing-training-course\/\" target=\"_blank\" rel=\"noopener\"><strong>Join Our Online Digital Marketing Course &#8211; Enrol Now!<\/strong><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Recognition_Industry_Impact\"><\/span><b>Recognition &amp; Industry Impact<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The campaign&#8217;s impact extended far beyond commercial success:<\/span><\/p>\n<p><b>Industry Recognition:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>WARC Effectiveness Awards:<\/b><span style=\"font-weight: 400;\"> Recognized as an exemplary &#8220;Influential Ideas&#8221; campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Cannes Lions:<\/b><span style=\"font-weight: 400;\"> Related Gillette campaigns won multiple Lions, including prestigious Glass Lions for diversity and inclusion.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Academic Integration:<\/b><span style=\"font-weight: 400;\"> Became mandatory case study in business schools worldwide.<\/span><\/li>\n<\/ul>\n<p><b>Cultural Influence:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Media Coverage:<\/b><span style=\"font-weight: 400;\"> Generated extensive analysis in every major publication globally.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Policy Discussions:<\/b><span style=\"font-weight: 400;\"> Influenced corporate policies around masculinity and workplace behaviour.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Research Papers:<\/b><span style=\"font-weight: 400;\"> Spawned dozens of academic studies on brand activism.<\/span><\/li>\n<\/ul>\n<h3><b>Industry Standards Revolution<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The campaign fundamentally transformed the advertising landscape. New benchmarks were laid for:<\/span><\/p>\n<p><b>Purpose-Driven Marketing:<\/b><span style=\"font-weight: 400;\"> Demonstrated how brands can authentically address social issues.<\/span><\/p>\n<p><b>Risk Management:<\/b><span style=\"font-weight: 400;\"> Showed how companies can weather intense backlash while maintaining integrity.<\/span><\/p>\n<p><b>Authentic Activism:<\/b><span style=\"font-weight: 400;\"> Set standards for genuine corporate social responsibility beyond surface messaging.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There builds a long-term legacy along the line of this advertisement strategy and social messaging. Marc Pritchard, P&amp;G&#8217;s Chief Brand Officer, described it as &#8220;the spark that said: &#8216;We&#8217;re going to put a point of view out there and start a conversation'&#8221; at Cannes Lions 2019. <\/span><span style=\"font-weight: 400;\">The campaign is now studied globally as a significant moment in the evolution of brand activism.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Key_Marketing_Takeaways\"><\/span><b>Key Marketing Takeaways<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The advertisement and filming techniques and content that revolutionized the advertising landscape can be looked at as a master class in bold marketing. Gillette&#8217;s campaign offers invaluable lessons for modern marketers:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25623215 \" src=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/The-Bottom-Line-Results-750x375.webp\" alt=\"Gillette Campaign Takeaway\" width=\"606\" height=\"303\" srcset=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/The-Bottom-Line-Results-750x375.webp 750w, https:\/\/entri.app\/blog\/wp-content\/uploads\/2025\/09\/The-Bottom-Line-Results-360x180.webp 360w\" sizes=\"auto, (max-width: 606px) 100vw, 606px\" \/><\/p>\n<h3><b>1. Authenticity Syncs with Perfection<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The $3 million non-profit commitment differentiated genuine activism from &#8220;purpose-washing.&#8221; Brands must back bold statements supported by real activities and sustained investment.<\/span><\/p>\n<h3><b>2. Know Your Audience\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Different demographics received and responded to Gillette dramatically in different ways. Success metrics must align with target audience priorities, not universal approval. Gillette succeeded with their core target (younger consumers) despite older male backlash.<\/span><\/p>\n<h3><b>3. Controversy Amplifies Reach<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Polarizing content generates significantly more engagement than safe messaging. The campaign achieved 2.5 times more normal engagement rates and massive earned media coverage.<\/span><\/p>\n<h3><b>4. Leadership Backed by Organizational Courage<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Taking stands on divisive issues requires unfailing commitment with leadership roles. CEO support and risk tolerance are crucial for dealing with intense criticism.<\/span><\/p>\n<h3><b>5. Value-Based Marketing Creates Loyalty<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It is to be appreciated that sales remained stable despite boycotts. This suggests value-aligned consumers who compensate for lost customers. Purpose-driven ads and campaigns can create deeper customer relationships than product-focused messaging.<\/span><\/p>\n<h3><b>6. Short-term Pain Reaps Long-term Gain<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Initial backlash, in fact, helped acquire industry recognition and in turn positive and successful business outcomes. Brand evolution often requires accepting temporary criticism for lasting cultural relevance.<\/span><\/p>\n<h3><b>7. Integration with Business Strategy<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The campaign aligned with broader business needs. The social media involvement ensured reaching younger consumers who are the major target audience. This helped in establishing modernized brand identity. Purpose marketing works best when solving real business challenges.<\/span><\/p>\n<div class=\"lead-gen-block\"><a href=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2023\/06\/Digital-marketing.pdf\" data-url=\"https:\/\/entri.app\/blog\/wp-content\/uploads\/2023\/06\/Digital-marketing.pdf\" class=\"lead-pdf-download\" data-id=\"a36ef0b\">\n<p style=\"text-align: center;\"><button class=\"btn btn-default\">DigITAL MARKETING COURSE syllabus<\/button><\/p>\n<\/a><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><b>Conclusion<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Gillette&#8217;s &#8220;The Best Men Can Be&#8221; campaign stands as a benchmark for marketing revolution. In the corporate marketing scenario, it changed how brands can engage with social issues. This campaign proved that our marketplace can be hyperconnected and value-driven. Brands that stand for something impactful have the potential to create deeper and lasting cultural relevance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gillette didn&#8217;t just change their strategy or tagline. They changed the conversation about what brands can accomplish when they choose completely fresh and bold takes. They proved that with authentic social commitment with strategic courage, and genuine purpose, companies can ensure profit as well as positive social change.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ad film and campaign helped realize that consumers support brands that take stands on important issues. Gillette&#8217;s campaign, thus, serves as both an inspiration as well as a marketing model to follow. The message is clearly delivered &#8211; the brands that will take over the market are those brave enough to challenge the stereotypes and choose a different path.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td colspan=\"2\">\n<p style=\"text-align: center;\"><b>RELATED POSTS<\/b><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p style=\"text-align: center;\"><strong><a href=\"https:\/\/entri.app\/blog\/how-top-brands-boosted-sales-with-digital-marketing-for-independence-day\/\" target=\"_blank\" rel=\"noopener\">How Top Brands Boosted Sales with Digital Marketing for This Independence Day (2025)<\/a><\/strong><\/p>\n<\/td>\n<td>\n<p style=\"text-align: center;\"><strong><a href=\"https:\/\/entri.app\/blog\/dove-real-beauty-campaign-a-case-study\/\" target=\"_blank\" rel=\"noopener\">Dove Real Beauty Campaign: A Case Study<\/a><\/strong><\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p style=\"text-align: center;\"><strong><a href=\"https:\/\/entri.app\/blog\/nike-just-do-it-campaign-and-emotional-storytelling\/\" 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<style>#cf-turnstile-cf7-2684670647 { margin-left: -15px; }<\/style> <script>document.addEventListener(\"DOMContentLoaded\",function(){document.querySelectorAll('.wpcf7-form').forEach(function(e){e.addEventListener('submit',function(){if(document.getElementById('cf-turnstile-cf7-2684670647')){setTimeout(function(){turnstile.reset('#cf-turnstile-cf7-2684670647');},1000)}})})});<\/script> <\/div><br\/><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Submit\" \/>\n<\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways: Gillette changed its tagline from \u201cThe Best a Man Can Get\u201d to \u201cThe Best Men Can Be\u201d to tackle toxic masculinity. It got global attention, mixed reactions and went viral. Brand activism is high-risk, high-reward. It used storytelling, purpose-driven branding and digital-first campaigns to talk to younger audiences. 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