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Gillette in "The Moment"

This article was originally published in The Rose Sheet

Executive Summary

Procter & Gamble introduces new campaign to raise awareness of Gillette brand's expansion to hair styling, body washes and deodorant products and to "strengthen its emotional bond with men," according to July 1 release. Campaign is called "The Moment" and is a modernization of firm's "The Best a Man Can Get" theme. TV spot and print campaign are based upon global research surveying "thousands of men" and revealing that "even the most confident guys have doubts at many moments through their lives." TV spot and print ad feature Tiger Woods, Roger Federer and Derek Jeter plus "everyday guys" who have faced moments of doubt in their lives, exploring how they overcame them to succeed and the support role that Gillette grooming products have played in their success. TV ad debuted June 20 and will air widely throughout the U.S. in early July, with print ads, digital advertising and point-of-sale materials to appear later in the month
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