Gilletteâs slogan has been âthe best a man can getâ for three decades now. While meant to convey the quality of shave their blades and shaving creams provide, this year they turned their catchphrase into something different and questioned whether bullying and misogynistic behavior are the best men can be.
Steering their slogan and brand in a new direction is not a sudden move for Gillette. A year ago, they debuted âTREO,â razor designed for men that need someone else to shave their face. The accompanying ad shows a son and grandson caring for their elderly father, a departure of showing handsome men doing sporty things and having their face caressed by a woman. About four months ago, they featured one-handed Seahawks rookie Shaquem Griffin in an ad titled âYour best is never easy.”
While many brands have changed the way they market to women in terms of messaging used and their portrayal, not much has changed for men. Some brands may have toned down their stereotypical and outmoded advertising, but few have upturned their approach towards men. They tend to stand out when they do, like when Unileverâs Axe brand burned their tongue-in-cheek âbecome a sex magnetâ style of advertising for a more nuanced form of branding. The new approach attempts to separate manhood from the dated notions of what men are expected to be interested in or how to act.
