In 2019, Gillette took a bold step by shifting its iconic slogan from “The Best a Man Can Get” to “The Best Men Can Be.” Instead of focusing on razors and shaving products, the marketing strategy tackled larger conversations around masculinity, responsibility, bullying, and harassment.
The advertising campaign opened with a simple but provocative question: “Is this the best a man can get?” From there, Gillette encouraged men to challenge harmful behavior and set a higher standard for themselves and others.
The response was immediate and polarized. Some applauded the company for addressing an important social issue, while others criticized the advertising campaign as preachy or out of touch. Boycott calls emerged, and the campaign became the subject of widespread media coverage.
Regardless of where consumers stood, the campaign achieved something many brands struggle to accomplish: it generated a global conversation. Gillette demonstrated that brand positioning isn’t always about appealing to everyone. Sometimes it’s about standing for something meaningful and accepting the risks that come with it.
In 2019, Gillette took a bold step by shifting its iconic slogan from “The Best a Man Can Get” to “The Best Men Can Be.” Instead of focusing on razors and shaving products, the marketing strategy tackled larger conversations around masculinity, responsibility, bullying, and harassment.
The advertising campaign opened with a simple but provocative question: “Is this the best a man can get?” From there, Gillette encouraged men to challenge harmful behavior and set a higher standard for themselves and others.
The response was immediate and polarized. Some applauded the company for addressing an important social issue, while others criticized the advertising campaign as preachy or out of touch. Boycott calls emerged, and the campaign became the subject of widespread media coverage.
Regardless of where consumers stood, the campaign achieved something many brands struggle to accomplish: it generated a global conversation. Gillette demonstrated that brand positioning isn’t always about appealing to everyone. Sometimes it’s about standing for something meaningful and accepting the risks that come with it.
Aumiller on Brand is produced by Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region. We help healthcare, B2B, nonprofit, destination, and industrial brands build stronger connections through brand strategy, creative storytelling, and integrated marketing. Hosted by Denis Aumiller, Creative Director and Partner at Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region.
