Company recommits to tagline “The Best A Man
Can Get,” pledges to support non-profit organizations helping men
of all ages be their personal best
Thirty years after first introducing the tagline “The Best A Man
Can Get,” Gillette (NYSE: PG) is taking a fresh look at what it
means to be “the best” and how we continue to portray those ideals
in a modern way. Because in a world where the actions of the few
can taint the reputation of the many, we know there’s work to be
done – together.
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Thirty years after first introducing the
tagline "The Best A Man Can Get," Gillette is taking a fresh look
at what it means for men to be at their "best." (Graphic:
Gillette)
“Gillette believes in the best in men,” said Gary Coombe,
president, P&G Global Grooming. “By holding each other
accountable, eliminating excuses for bad behavior, and supporting a
new generation working toward their personal ‘best,’ we can help
create positive change that will matter for years to come.”
Today, Gillette is introducing a new marketing campaign and
charitable program dedicated to celebrating the stories of men
making a positive impact, and to inspire others in the process. The
program-leading short film, entitled
We Believe, begins with a compilation of actions commonly
associated with “toxic masculinity.” More importantly, it then
showcases examples of how men can take actions large and small to
create meaningful change for themselves, their loved ones, their
peers and set the right example for the next generation of men.
Because it’s only by challenging ourselves to do more that we get
closer to our best.
In addition to debuting the short film, Gillette is taking
action by committing to donating $1 million per year for the next
three years to non-profit organizations executing programs in the
United States designed to help men of all ages achieve their
personal “best.” Through this commitment, we want to both deliver
and inspire more:
- RESPECT – Demonstrating respect and
fostering inclusivity for all, including genders, races, religions
and orientations.
- ACCOUNTABILITY – Ending phrases like
“Boys Will Be Boys” and eliminating the justification of bad
behavior.
- ROLE MODELING - Inspiring men to help
create a new standard for boys to admire. We want boys to see and
admire traits like honesty, integrity, hard work, empathy and
respect – words that people across the U.S. use when describing
what a great man looks like.
“In our last decade of work on the theory of masculinity in
modern America, we’ve sought to understand both the internal and
external forces that shape men’s attitudes, beliefs and actions,”
said Drs. William Seymour, Ramel Smith, and Hector Torres of the
Building a Better Man Project. “We’re honored to partner with
Gillette as they seek to champion causes that can make a positive
impact on men and boys.”
Our first partner in this effort is The Boys & Girls Clubs
of America. Positive experiences at Boys & Girls Clubs provide
young men with the important social and emotional skills they need
to communicate effectively, to work with others, and develop coping
mechanisms in order to face challenging situations. These skills
are critical in everyday life and to the success of young people.
With more than 4,300 Clubs across the country, Boys & Girls
Clubs’ singular mission is to ensure that youth in America have the
opportunities that set them up for success so that they graduate
on-time with a plan for their futures, where they live healthy
lifestyles and give back to their communities.
“As the world’s largest marketer to men, we knew that joining
the dialogue on ‘Modern Manhood’ would mean changing how we think
about and portray men at every turn,” said Gary Coombe, president,
P&G Global Grooming. “As a starting point, and effective
immediately, Gillette will review all public-facing content against
a set of defined standards meant to ensure we fully reflect the
ideals of Respect, Accountability and Role Modeling in the ads we
run, the images we publish to social media, the words we choose,
and more. For us, the decision to publicly assert our beliefs while
celebrating men who are doing things right was an easy choice that
makes a difference.”
WHAT DOES THE BEST LOOK LIKE
In preparation for this initiative, Gillette conducted a
national study* of U.S. men and women to understand how they would
define the attributes of a man “at his best.” The results emphasize
the outsized importance of “soft” skills in today’s modern man –
and most particularly the application of those skills to the role
of fatherhood.
- The four traits that define a “great
man” for the majority of respondents, regardless of gender, are:
- Honesty (64%)
- Moral integrity (51%),
- Hard-working (43%),
- Respectful to others (41%).
- Men and women universally agree that
being a good father is one of the most important things a great man
does (95%). Other positive actions for “great men” include:
- Setting a good example for others (96%
agree),
- Stepping in and taking action when he
sees someone in need (95% find this important).
As Gillette and our partners work together in the development of
national programs that will inspire positive actions in men
everywhere, we encourage you to visit to TheBestMenCanBe.org and
@Gillette social channels for information on getting involved, and
to share your stories. Because in taking actions both big and small
together, we can collectively live up to what it really means to be
The Best A Man Can Get.
* Methodology:
Ketchum Global Research & Analytics (KGRA) designed and
analyzed an online survey of men and women, ages 18 and over, in
the United States (1,188 respondents total). The survey was
conducted with a margin of error of +/- 3.07 at the national level
with a 95% confidence level.
About Gillette
For more than 115 years, Gillette has delivered precision
technology and unrivalled product performance – improving the lives
of over 800 million consumers around the world. From shaving and
body grooming, to skin care and sweat protection, Gillette offers a
wide variety of products including razors, shave gel (gels, foams
and creams), skin care, after shaves, antiperspirants, deodorants
and body wash. For more information and the latest news on
Gillette, visit www.gillette.com. To see our full selection of
products, visit www.gillette.com. Follow Gillette on Twitter,
Facebook and Instagram.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and
information about P&G and its brands.
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version on businesswire.com: https://www.businesswire.com/news/home/20190114005502/en/
Corey Manuel, MMK+(646) 935-4164corey.manuel@ketchum.com
Julia LaFeldt, Gillette(513) 888-2198lafeldt.j@pg.com
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