Separating the Men from the Boys: Gillette® Campaign Inspires Men to Re-Examine What It Means to Be Their BestSource: Business Wire
Company recommits to tagline “The Best A Man Can Get,” pledges to support non-profit organizations helping men of all ages be their personal best
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Thirty years after first introducing the tagline "The Best A Man Can Get," Gillette is taking a fresh look at what it means for men to be at their "best." (Graphic: Gillette)
“Gillette believes in the best in men,” said
Today, Gillette is introducing a new marketing campaign and charitable program dedicated to celebrating the stories of men making a positive impact, and to inspire others in the process. The program-leading short film, entitled We Believe,begins with a compilation of actions commonly associated with “toxic masculinity.” More importantly, it then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, their peers and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best.
In addition to debuting the short film, Gillette is taking action by
committing to donating
- RESPECT – Demonstrating respect and fostering inclusivity for all, including genders, races, religions and orientations.
- ACCOUNTABILITY – Ending phrases like “Boys Will Be Boys” and eliminating the justification of bad behavior.
- ROLE MODELING - Inspiring men to help create a new standard for boys to admire. We want boys to see and admire traits like honesty, integrity, hard work, empathy and respect – words that people across the U.S. use when describing what a great man looks like.
“In our last decade of work on the theory of masculinity in modern
America, we’ve sought to understand both the internal and external
forces that shape men’s attitudes, beliefs and actions,” said Drs.
Our first partner in this effort is
“As the world’s largest marketer to men, we knew that joining the
dialogue on ‘Modern Manhood’ would mean changing how we think about and
portray men at every turn,” said
WHAT DOES THE BEST LOOK LIKE
In preparation for this initiative, Gillette conducted a national study* of U.S. men and women to understand how they would define the attributes of a man “at his best.” The results emphasize the outsized importance of “soft” skills in today’s modern man – and most particularly the application of those skills to the role of fatherhood.
The four traits that define a “great man” for the majority of
respondents, regardless of gender, are:
- Honesty (64%)
- Moral integrity (51%),
- Hard-working (43%),
- Respectful to others (41%).
Men and women universally agree that being a good father is one of the
most important things a great man does (95%). Other positive actions
for “great men” include:
- Setting a good example for others (96% agree),
- Stepping in and taking action when he sees someone in need (95% find this important).
As Gillette and our partners work together in the development of national programs that will inspire positive actions in men everywhere, we encourage you to visit to TheBestMenCanBe.org and @Gillette social channels for information on getting involved, and to share your stories. Because in taking actions both big and small together, we can collectively live up to what it really means to be The Best A Man Can Get.
For more than 115 years, Gillette has delivered precision technology and
unrivalled product performance – improving the lives of over 800 million
consumers around the world. From shaving and body grooming, to skin care
and sweat protection, Gillette offers a wide variety of products
including razors, shave gel (gels, foams and creams), skin care, after
shaves, antiperspirants, deodorants and body wash. For more information
and the latest news on Gillette, visit www.gillette.com.
To see our full selection of products, visit www.gillette.com.
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Corey Manuel, MMK+
Julia LaFeldt, Gillette