Gillette's 'The Moment'. A Momentuously Expensive Ad Campaign, No Doubt.

"Be your best" Gillette exhort - by shaving/shampooing/styling with our products.  Mmm.  See the ad here.  A Momentously expensive ad campaign, no doubt - especially as they seem to have bought up (with the exception of Ronaldo & Lewis Hamilton) a huge swathe of the world's top sporting stars.  To be honest, it looks a bit dated to me.  But hey, I would say that wouldn't I ;-)

Don't get me wrong - I think Roger Federer winning Wimbledon and 15 Grand Slams is an awesome achievement.  But it made me laugh when I read a blog posting about Gillette giving him a 15 bladed Fusion to celebrate!  Tiger Woods is a great golfer - the world's greatest ever in many people's views.  But really, does shaving with Fusion deliver him tournament winning performances, time after time?

I think not.  However, brands like to align themselves with champions, but today's Champion always has a Challenger.

And, as I posted in response to an article on '5 reasons why Gillette is the best a man can get' (here) - Gillette are in an interesting place.  Having dialled the brand into a cul-de-sac (selling the most, charging the most - in true monopolly fashion) they've got to somehow continue this growth.

In the meantime, we're growing inexorably and strongly upwards with our Azor system razor - now launching in Japan, Brazil, the USA (imminently), South Africa, and later this year in another major country.

We're not getting our market share because guys are shaving more.  No, we're getting it because our Azor is appealing to 'Generation Now' - guys who aren't necessarily interested whether shaving with Gillette has made Tiger, Roger, Derek or Thierry 'winners' (they know its their natural or developed talent, not shaving) and are more intelligent.

And, after all - why would you want to be the 'Best' when you can be a 'King' (and save a King's ransom by using our Azor - with 'better' coming soon...)

As to poor old Schick/Wilkinson Sword - stuck between us coming up, and Gillette sitting atop, well - that's another story in itself.

Don't just shave, King of Shaves.  Join our Kingdom!