Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers

Abstract

Brands are increasingly adopting a purpose, areason to exist. This work project is about Gillette and the 2019 campaign which may signal changes in identity and potentially purpose. It was widely discussed upon launch, but it suffered severe negative backlash from consumers everywhere. From qualitative studies, insights show Portuguese consumers appreciate the campaign but felt it was “too American”. Similarly, they value purposeful brands for their loud voices and wide reach, even if they are taking advantage of these issues. Finally, Gillette changed its identity and communication to modernize its take on the purpose, but not the purpose itself.