The Best A Man Can Get – Gillette Slogan Explained!

Are you looking for a list of all Gillette slogans and the meaning of its latest slogan: The Best A Man Can Get? If yes, this article is going to explain it to you in detail.

As an entrepreneur, I’m very interested in learning about the slogans of some successful companies like Gillette. Because it inspires me to use the same kind of marketing tactic in my own business.

So in the past week, I have studied a lot of materials about Gillette slogans. I’m going to share with you my findings of the slogans. You may find it very inspirational if you are a business student or business owner.

In this article about “The Best A Man Can Get” and all other Gillette slogans, I’m going to cover the following topics:

History of Gillette Slogans

Gillette released a new ad on January 13 that turns the company’s 30-year-old slogan, “The Best a Man Can Get,” into an introspective reflection on toxic masculinity that is very much of the moment. 

The two-minute video, titled “We Believe,” features a diverse cast of boys who are bullied, teens who witness media representations of macho men objectifying women, and men looking in the mirror while news reports about #MeToo and toxic masculinity play in the background. A voiceover asks “Is this the best a man can get?” 

The answer is no, and the film illustrates how men can promote healthy behaviour by actively pointing out toxic behaviour, intervening when other men catcall or sexually harass, and working to protect their children from bullies. 

Shortly after its release, the Gillette ad had over 12 million views on YouTube, and #GilletteAd trended nationwide on Twitter. The YouTube link was shared in droves across Facebook, with many parents mentioning how the ad moved them.

Then, as if on cue, the backlash began. Ads targeting men’s rights activists, Fox News, and Piers Morgans played differently. Videos and photos showed people flushing disposable razors down the toilet (not a good idea because they can’t be flushed). 

Males argued that the ad denigrated traditional masculine qualities and lumped men together as sexists as a result. No matter how much noise has surrounded it, the very existence of “We Believe” is an indicator of progress.

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What Does “The Best A Man Can Get” Mean?

It’s been 20 years since Gillette’s famous tagline “The Best a Man Can Get” was updated for its latest campaign, and I think the result is one of the most poignant examples of a brand directly addressing consumers’ identities (rather than their practical preferences).

“The Best a Man Can Get” is about acquiring. But “The Best a Man Can Be” is about becoming.

As a tool, a man can use, Gillette is no longer positioned as such. All men should be able to live by its values.

Given their clientele’s diversity, it is a bold move. Nobody wants to be told what to do.

But since Gillette’s new tagline fits well with the positive messaging of other recent moral marketing campaigns, and based on the huge reaction (342k mentions over the last one and a half days), I think they’re going to do pretty well.

How Was The “The Best A Man Can Get” Slogan Created?

The short film, entitled Believe, plays on the razor company’s famous slogan, “The best a man can get”, by replacing it with “The best a man can be”.

Men are urged to hold each other accountable, according to the company.

It has been praised by some for its message, which updates the company’s 30-year-old tagline, but others say Gillette has died for them.

YouTube has seen the ad more than 2 million times in 48 hours.

Before showing images of bullying, sexual harassment, sexist behaviour, and aggressive male behaviour, the company asks “Is this all a man can do?”.

It then shows examples of more positive behaviour, such as stepping in to prevent such behaviours in public.

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How Did “The Best A Man Can Get” Campaigns Work?

In the first video for the campaign, directed by Kim Gehrig, “We Believe: The Best Men Can Be”, the brand’s slogan since 1989, “The Best a Man Can Get”, is invoked by asking “Is this the best a man can get?”

After this, scenes demonstrate sexism, sexism, and sexual misconduct among males, acknowledging social movements such as #MeToo, and footage of actor Terry Crews stating during a congressional hearing that men “need to hold other men accountable”. 

The ad continues to explain that “we believe in the best in men: To say the right thing, to act in the right way” because “the boys watching today will be the men of tomorrow.” As a result, the original slogan was re-written to reinforce this message, becoming “The Best Men Can Be”.

With this campaign, Gillette plans to donate $1 million annually over the next three years to organizations that “help men achieve their personal best,” such as Boys & Girls Clubs of America. 

Gillette explains the campaign on their website by saying that they owe it to men to make sure they are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.

The comments on the video are largely negative, with viewers saying they won’t ever buy Gillette products again and that the advertisement is feminist propaganda.

One angry viewer wrote, “You alienated your biggest sales group in less than two minutes. Well done.”.

The new Gillette campaign is also receiving criticism from Twitter users.

The ad has largely received negative responses, but there is no such thing as bad publicity, as the saying goes.

People have been surprised by the ad because it is so different from how Gillette was previously promoted.

There has also been widespread praise for the brand’s attempt to add its voice to the discussion on what it means to be a modern man alongside the negative reaction to its new message.

Why Is the Business Slogan Important For Gillette?

Adverts often use slogans because they are short and catchy. A catchy slogan can attract attention to a brand or product. 

Slogans have been around for a long time, but today they are everywhere, and they are used by many different brands. 

Slogans should highlight a product’s benefits. Memorable slogans will also enhance a brand’s image. 

It is generally believed that a phrase with meaning resonates more strongly with customers than a brand’s name alone, as a good slogan provides more than an assurance of commitment, but also explains what the brand stands for.

In marketing, slogans are important for the following reasons:

Brand positioning and recognition

A distinctive logo, a memorable slogan, and the brand name determine a company’s identity. 

Therefore, a catchy and memorable slogan will help your brand gain recognition. Your brand’s position in the market will depend on the tone and language of your slogan.

Building better customer relationships

Throughout history, slogans have always served as a connection between a business and its clients.

Using slogans in advertising helps brands to be remembered by their audiences, which results in a positive attitude towards them.

Stand out from the crowd

It is important for a brand’s slogan to be distinctive. This will help you stand out from the crowd. 

Your brand can be identified without having to mention the product or brand name if you mention the slogan. 

Make your product more popular

In addition to telling the audience about the product, a slogan can also inform them of its benefits. 

Slogans describe how people view a product. You can use a slogan to enhance the appeal of your product as a marketing strategy.

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Final Words: Gillette Slogan

Gillette turned its ‘The Best a Man Can Get’ slogan upside down to ask what ‘best’ means for guys in 2018.

With close-ups showing subtle emotion, the spot from Grey London quickly establishes that it’s what’s inside that counts.

As a diverse selection of actors in diverse scenarios is shown, from the domestic (at home watching TV) to the life-changing (on the way to the altar), the voiceover states that the best men “take a good look inside, let it out, hug it out”.

Gillette’s new slogan has largely been met with positive reactions. 

As moving as an ad can ever hope to be in a world dominated by social media, it had a profound impact. Even though its backlash indicates that there are still cultural divisions in America, its very existence is proof that the old definitions of masculinity are changing.

A world dominated by social media was impacted by “The Best A Man Can Get.”. Before the slogan was changed to “Taste the Feeling,” the campaign’s Facebook page received more than 50 million likes.

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The Best A Man Can Get - Gillette’s Slogan

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