Our Pure slogan of the week is Gillette’s “The best a man can get”.
Gillette started as a small business by King Camp Gillette,
who invented and later patented the best selling version of the safety razor.
The design of the razor allowed for steel stamped razor
blades to be used, rather than the popular forged blades at the time, which
required regular sharpening.
“The best a man can
get” was first introduced as a campaign to create an association between masculinity
and premium products, while also recognising the “ritualistic” nature of
shaving for men.
Today, Gillette has become one of the most recognisable
brands in the portfolio of Procter & Gamble. Its acquisition in 2005 for $57
billion, meant that Procter & Gamble had climbed to the first position as
the world’s largest consumer products company.
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