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 The Wall Street Journal’s Journal House on the sidelines of the 2019 Cannes Lions International Festival of Creativity.

And that illumination extends into an inclusive space with “First Shave, the Story of Samson”, a video that debuted on Facebook to celebrate what Pritchard called “the pride around...

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