In the world of global branding, few phrases carry as much weight—or have sparked as much legal and social debate—as Gillette’s long-standing promise. For over a century, Gillette hasn’t just sold razors; it has sold an evolving vision of masculinity. From a functional tool for the “well-groomed man” to a controversial social manifesto, the evolution of Gillette’s slogans offers a masterclass in how marketing strategy adapts to cultural shifts and legal pressures.
This article examines the strategic history behind Gillette’s mottos, analyzing how a brand synonymous with shaving became a focal point for modern discourse on corporate identity.
The Early Days: Function Over Form
At the dawn of the 20th century, King C. Gillette revolutionized the personal care industry with the safety razor. The marketing strategy was simple: Utility and Innovation.
The earliest slogans focused on the product’s physical superiority. Before “The Best a Man Can Get” became a household staple, Gillette leaned into the safety and convenience of their disposable blade system. During this era, the brand established its dominant market position by positioning the razor as a high-precision instrument.
The Rise of “The Best a Man Can Get” (1989)
In 1989, Gillette launched a campaign during the Super Bowl that would change its trajectory forever. Created by the agency BBDO, the slogan “The Best a Man Can Get” was more than a catchy jingle; it was a definitive statement of peak masculinity.
The strategy here was Aspirational Marketing. The commercials featured men achieving professional success, getting married, and being fathers—all while maintaining a perfectly smooth shave. Legally and commercially, this slogan functioned as a “puffery” claim—a legal term for exaggerated commendations that are not intended to be taken as literal fact, yet powerful enough to build immense brand equity.
The Strategic Shift: From Performance to Purpose
For three decades, “The Best a Man Can Get” remained virtually untouched. However, the 2010s brought a shift in consumer expectations. Modern audiences, particularly Millennials and Gen Z, began demanding that brands take a stand on social issues.
2019: “The Best Men Can Be”
In January 2019, Gillette released a short film titled We Believe: The Best Men Can Be. This marked a seismic shift in their marketing strategy. By pivoting from “What a man gets” (the product) to “What a man is” (the character), Gillette entered the realm of Purpose-Led Branding.
The campaign addressed heavy themes:
- Bullying
- Sexual harassment
- Toxic masculinity
- The #MeToo movement
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From a legal and risk management perspective, this was a high-stakes gamble. While it aimed to modernize the brand, it risked alienating a core demographic that viewed the “traditional” Gillette man as the gold standard.
Analyzing the Backlash: Marketing vs. Consumer Identity
The 2019 slogan evolution triggered a massive backlash, proving that slogans are more than just words—they are social contracts. Critics argued that Gillette was “moralizing” to its customers, while supporters praised the brand for using its platform to drive positive change.
The “Go Bold or Go Home” Strategy
Gillette’s decision-makers knew the campaign would be polarizing. In marketing, this is often referred to as Contrarian Positioning. By courting controversy, Gillette earned billions of impressions and dominated the news cycle for weeks. Even if the immediate sentiment was mixed, the brand remained at the forefront of the cultural conversation.
The Legal and Ethical Dimensions of Modern Slogans
In the legal world of advertising, slogans must navigate the fine line between “brand identity” and “misleading claims.”
1. Intellectual Property (IP) Protection
Gillette’s slogans are fiercely protected trademarks. The evolution of their motto requires a global legal strategy to ensure that “The Best Men Can Be” carries the same proprietary weight as its predecessor.
2. Corporate Social Responsibility (CSR)
From a legal standpoint, integrating social justice into a slogan ties a corporation’s public image to its internal policies. If a company promotes “The Best Men Can Be” but fails to maintain an ethical workplace, it faces significant Reputational Risk and potential litigation regarding corporate transparency.
Gillette’s Slogan Timeline and Strategic Focus
| Era | Slogan | Strategic Focus |
| 1900s – 1950s | Various (Functional) | Precision, Safety, and Convenience. |
| 1989 – 2019 | “The Best a Man Can Get” | Aspirational masculinity and product excellence. |
| 2019 – Present | “The Best Men Can Be” | Social accountability and modern masculinity. |
| 2020s – Future | Diversity & Inclusion focus | Expanding the definition of “The Best” to include all identities. |
The Impact on Shaving Tech and Brand Loyalty
While the slogans evolved, the product line did too. The marketing strategy behind the Mach3, Fusion, and Labs series always aligned with the “Best” promise. Gillette’s strategy relies on a “Razor-and-Blades” business model—selling the handle at a lower margin to ensure long-term revenue through blade refills.
The slogans serve as the “emotional hook” that justifies the premium price point of these refills. If a consumer believes they are buying the “best,” they are less likely to switch to cheaper, generic subscription services like Dollar Shave Club or Harry’s.
Why the Evolution Matters for Future Brands
Gillette’s journey offers several lessons for modern marketers and legal consultants:
- Consistency is Key:Â A slogan like “The Best a Man Can Get” lasted 30 years because it was consistently reinforced across all media.
- Adaptation is Mandatory:Â A brand that stays stagnant in a changing social climate risks becoming a relic.
- Know Your Risk Appetite:Â Changing a legendary motto requires a thorough analysis of both potential PR disasters and long-term brand loyalty gains.
The Future of Gillette’s Identity
Today, Gillette continues to balance its heritage with a more inclusive future. Their marketing strategy has expanded to include “Gillette Venus” (for women) and specialized products for different skin types and grooming needs. The “Best” is no longer a monolithic definition of a man in a suit; it is a diverse spectrum of self-care.
In the legal and criminal justice landscape, we often see how corporate messaging influences public perception of “behavior” and “responsibility.” Gillette’s pivot toward accountability mirrors a broader societal trend toward expecting more from individuals and the brands they support.
Final Thoughts
The evolution of Gillette’s slogans is a testament to the power of language in commerce. What started as a way to sell a better blade transformed into a way to sell a better world—or at least, a better version of the people in it. Whether you view their recent shifts as a masterstroke of modern marketing or a cautionary tale of brand overreach, one thing is certain: Gillette remains “The Best” at staying relevant.
The marketing strategy behind these iconic mottos proves that while blades may dull, a powerful brand message, when sharpened correctly, can cut through the noise of any generation.
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