Gillette's Sports Campaign

In 2007 Gillette launched its biggest marketing campaign 'The best a man can get'. Before the campaign started the company did extended research to understand a man's thinking. This included how men feel about their confidence and doubts. Promoting through sports seemed the best opportunity to advertise their hygiene and shaving products.

Gillette used the best sportsmen for this occasion. Tennis champion Roger Federer from Switzerland,  famous soccer player Thierry Henry from France and famous golf player Tiger Woods from the United States. These three athletes have shown the be the ultimate champions in sports. They have also shown to be very social and have supported many charitable organizations. These sportsmen have grown from sportsmen to living icons. Through these champions Gillette associates its brand with being the best of the world.

During almost every big sport event the sportsmen where seen on advertisements. For example the advertisements on television showed the men using the products of Gillette and the good results.

I think that Gillette made a good choice to use sports for their marketing. Men have always liked to do and watch sports. Especially the 'dream team' that Gillette combined attracts many different men. I use Gillette products myself and I'm really happy with the quality they deliver. The slogan 'The best a men can get' is true for me when it comes to shaving.

Nevertheless I think it's a pity to see Gillette suffering marketing problems nowadays. The three champions are human and make mistakes too. Henry illegally touched a ball to win a match, Tiger Woods was on the news for having affairs with 13 women and Roger Federer lost his temper during the US Open Finals. This caused a lot of negative publicity. Advertising through sportsmen will always have risks included.