I love Gillette’s recent revitalisation of their 1980’s “The Best a Man Can Get” campaign. It has to be one of the best examples of sonic branding as it’s so incredibly memorable.
Gillette first introduced its long-time slogan during a commercial first aired at the Super Bowl in 1989. One of the most catchy slogans in advertising was projected onto a soft-focus illustration of strong athletes playing sport, brave astronauts hurtling into space and dashing men kissing beautiful women. Watching it, brings me back to a time of cassette tapes and Walkmans. I’m clearly showing my age here!
Through its simple lyrics, they found a way to engage with their audience and talk to men in both a personal and emotional way. You’re looking good. You’ve come so far. We know how to make the most of who you are!
And they did it by using a brilliant tune that played over and over in our heads.
Over three decades later, the brand’s iconic song, jingle and tagline has returned with a modern twist using the vibrant energy of singer, Tom Grennan. A very clever move in my opinion as it has revitalised an already very successful campaign, but also allowed them to tap into the nostalgia of older consumers while creating a new connection with younger audiences.
The song has been a huge success with the singer’s fans spotted at his concerts wearing Gillette tops and signs reading “Tom please play Gillette”. Just recently, Grennan “finally caved” to his fans and has finally released the song as an official single!
A really great example of sonic branding at its best.
