P&G steps up marketing to male consumers

02 July 2009

CINCINNATI: Procter & Gamble, the world's biggest advertiser, is launching a new global campaign for Gillette, as part of its broader effort to target male consumers.

Both Gillette and its parent company have been argued to enjoy extremely successful track records when it comes to their innovation programmes.

Ed Shirley, P&G's vice chairman of beauty and grooming, said earlier this year that the company wanted to "broaden our overall offering to guys and be able to meet their needs beyond just shaving.”

This step-change was required both because P&G's "principal beauty focus has been winning with women" thus far, and as men are becoming “much more involved in their overall grooming regimen."

Indeed, it is estimated that the "male grooming" market had an overall value of $3.1 billion (€2.2bn; £1.9bn) in the US alone over 2008 as a whole.

The new campaign for Gillette – entitled "The Moment" – will also be the biggest marketing effort behind the brand since it was purchased by P&G for $57bn in 2005.

Some spots will feature the sportsmen Tiger Woods, Roger Federer and Derek Jeter, and the campaign will promote Gillette's expanding portfolio of products, which now includes shampoo, deodorant, hair gel and body wash.

Peter Clay, the brand franchise leader for Gillette, argued these communications would effectively be "reinforcing that we're going beyond shaving. We are covering the morning ritual."

Al Ries, of Atlanta-based consultancy Ries & Ries, argued that P&G's "milking" of the Gillette name showed it had "big plans" for the brand.

However, saying that if "anything in the bathroom that appeals to men, we can slap the Gillette name on it" could result in P&G over-extending the brand, Ries warned.

Data sourced from USA Today; additional content by WARC staff