Global Gillette: Anything Else Would Be Uncivilized campaign

The Gillette Company enjoyed a position of dominance in men's toiletries, a broad category that included not only deodorants and antiperspirants but also such items as pre- and aftershave products.

Global Gillette: Anything Else Would Be Uncivilized campaign

Robert Schnakenberg

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Gillette was acquired by Procter & Gamble. Global Gillette...