Gillette’s most recent global marketing effort, “The Moment,” launched in 2009, is an extension of its wellrecognized
campaign, “The Best a Man Can Get.” The campaign features everyday men as well as the Gillette Champions—baseball star Derek Jeter, tennis champion Roger Federer, and soccer great Thierry Henry—experiencing moments of doubt and Gillette’s grooming products helping them gain confidence. The campaign was designed to help Gillette expand beyond razors and shaving and increase sales of its entire line of grooming products. The massive marketing effort launched around the globe and included television, print, online, and point-of-sale advertising.