Gillette has launched a new global advertising campaign that underscores parent company Procter & Gamble Co.'s efforts to expand the shaving brand to reach men with other grooming products.
Gillette's celebrity promoters _ golf's Tiger Woods, tennis' Roger Federer and baseball's Derek Jeter _ are in a 30-second TV commercial about how men overcome moments of doubt. That and other advertising ties in Gillette shavers with shampoos, deodorants, hair gels and body washes introduced in the past year.
"We're also reinforcing that we're going beyond shaving," said Peter Clay, a vice president and Gillette brand franchise leader.
Gillette officials said Tuesday that "The Moment" is its biggest campaign since being acquired in 2005 by Cincinnati-based consumer products maker P&G. The $57 billion deal augmented what had been a traditionally female-focused P&G portfolio, which includes Olay skin cream, CoverGirl makeup and Secret deodorant.
A veteran marketing strategist, Atlanta-based Al Ries, suggested that P&G is overplaying the Gillette hand by getting outside the brand's popular and innovative shaving products, such as the five-bladed Fusion shaver. Fusion reached $1 billion in annual sales two years after its 2006 launch.
"They're saying anything in the bathroom that appeals to men, we can slap the Gillette name on it," Ries said.
At a Deutsche Bank analysts' conference earlier this month, Ed Shirley, a former Gillette executive who now heads P&G's global beauty and grooming, explained the impact of the acquisition for Gillette.
"With the access to P&G chemistry, we are able to broaden our overall offering to guys and be able to meet their needs beyond just shaving, as guys become much more involved in their overall grooming regimen whether it is skin care, hair care, or fine fragrances," Shirley said. "And so we will win with her and him."
Clay said consumer research led Gillette into the new categories.
"We are covering the morning ritual," he said.
Clay declined to provide spending details but said the advertising, developed with BBDO New York, will be running in markets around the world.
Ries said the new campaign demonstrates P&G is committed to what he calls "milking" the Gillette name.
"That shows you they've got big plans for this," Ries said. "We'll see."
P&G shares fell $1.13, or 2.2 percent, to close at $51.10 Tuesday. They have traded in a 52-week range of $43.93 to $73.57. Bob McDonald moves up Wednesday from chief operating officer to CEO, succeeding A.G. Lafley, who will stay on as chairman.
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