Gillette’s “The Best Men Can Be” Campaign: Redefining Brand Purpose
In 2019, Gillette, a century-old grooming brand known for its iconic tagline “The Best a Man Can Get,” took a bold step into modern social discourse. With its “The Best Men Can Be” campaign, the company sought to challenge traditional notions of masculinity and spark conversation about what it truly means to “be the best” in today’s world.
Far from a typical razor ad, this campaign represented a fundamental shift in brand purpose—from selling products to inspiring cultural change. It was a daring move that redefined Gillette’s place in society and in the hearts of consumers.
💡 The Campaign Concept: From Tagline to Transformation
Gillette launched the campaign with a powerful short film that flipped its decades-old slogan on its head. The video depicted scenes addressing real issues such as toxic masculinity, bullying, sexual harassment, and gender stereotypes, alongside examples of positive male behavior—mentorship, accountability, and compassion.
The message was clear:
“We believe in the best in men—to say the right thing, to act the right way, and to be role models for the next generation.”
This wasn’t just a rebranding effort; it was a call to action, inviting men everywhere to embrace empathy, respect, and integrity.
🧠 Why Gillette Took the Risk
After years of marketing centered around traditional ideals of masculinity—strength, dominance, and perfection—Gillette recognized a societal shift. In the wake of movements like #MeToo, consumers were demanding more responsibility and authenticity from brands.
Gillette’s leadership decided it was time to move beyond performance and product claims to purpose-driven storytelling. The campaign aimed to:
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Reconnect with younger, socially conscious audiences.
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Reframe masculinity in a modern, inclusive way.
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Position Gillette as a brand that listens and evolves.
Gillette’s Viral Ad Sparks Debate
🎥 The Reaction: Praise and Controversy
The short film went viral, garnering tens of millions of views within days—and an avalanche of both praise and backlash.
👏 Supporters Applauded:
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The brand’s courage to address real societal issues.
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Its positive portrayal of men who challenge outdated norms.
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Its willingness to spark meaningful conversation rather than play it safe.
😡 Critics Argued:
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The ad was “anti-men” or overly political.
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Gillette was virtue signaling rather than taking genuine action.
But regardless of the controversy, one thing was undeniable: people were talking about Gillette again. The campaign reignited cultural relevance for a brand that had grown quiet in a noisy marketplace.
📊 The Impact: Purpose Over Profit
While the campaign initially polarized audiences, it ultimately delivered long-term value by aligning the brand with purpose and progress.
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The ad generated over 110 million global views.
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Gillette saw a significant uptick in brand awareness among younger demographics.
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The company committed $1 million annually for three years to nonprofits promoting positive masculinity.
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The campaign received multiple awards, including the Cannes Lions Grand Prix for Effectiveness.
Most importantly, Gillette solidified its position as a conversation leader rather than a passive advertiser.
💬 Redefining Brand Purpose in Modern Marketing
Gillette’s “The Best Men Can Be” campaign marked a major pivot in how legacy brands communicate. It showed that consumers now expect brands to stand for something, not just sell something.
Key Takeaways for Brands:
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Purpose Must Be Authentic – Consumers can sense when activism is performative. Align your message with your brand’s DNA.
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Take Risks That Reflect Values – Boldness can create lasting impact, even if it invites criticism.
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Evolve with Culture – A successful brand doesn’t resist change—it leads it.
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Engage in Dialogue, Not Monologue – Invite your audience to be part of the movement, not just the message.
🧔 Final Thoughts
Gillette’s “The Best Men Can Be” campaign wasn’t just about selling razors—it was about redefining what the brand stands for in a new era of accountability and empathy. By encouraging men to live up to their best selves, Gillette sparked a cultural dialogue that extended far beyond grooming.
It was a reminder that when brands dare to challenge norms, they can inspire real-world change while strengthening emotional connections with their audience.
🚀 Want to Build a Purpose-Driven Campaign Like Gillette?
At Marketing By Ali, we help brands discover their deeper mission, craft authentic messaging, and connect purpose with profit. Whether you’re rebranding or launching a new campaign, we’ll help you tell stories that inspire trust and have a lasting impact.
👉 Contact us today to create a campaign that stands for something bigger.
We want to help take your firm to the next level. That starts with a conversation so we can understand your objectives, where you are currently, and where you want to be, and, working together, we can determine a plan and services that are right for you to make your business a success.
