P&G’s Pritchard: Gillette’s brand purpose drive never in doubt

Gillette, the male-grooming line owned by Procter & Gamble, repositioned its brand in a courageous way that prompted a wider social debate.

Procter & Gamble’s Gillette brand is continuing to redefine the shaving category with two new pieces of work that are much more about target audiences than the actual tools of grooming.

“We’re shining a light on the best men can be,” Marc Pritchard, P&G’s chief brand officer, told a gathering at ’s Journal House on the sidelines of the 2019 Cannes Lions International Festival of Creativity.