A video popped up into my feed.
It was something about men being the best they could be.
Well, I am raising a son, so I clicked.
and I was hooked straight into an emotive clip – that wasn’t designed to just sell a product… this one was geared to make us think.
Seen the ad?
After reflecting on what I’d just seen [and pressing “share”, naturally], my consumer brain took a backseat + the business brain kicked in.
It’s a pretty clever way to “sell without selling” Gillette!
Find a cause you feel strongly about, something your ideal clients will also appreciate… and by talking about it – your clients will talk about it too [thus improving the virality – is that a word], the “like” factor [because your clients feel they “belong”], and ultimately… brand reach and trust.
and then I got to thinking about the impact this one word shift will have on the organisation.
Yes, I get that it’s a campaign, and not a tagline.
But the underlying message of what’s important to them has shifted.
Message before: The best a man can get
Message now: The best a man can BE
The marketing guys have realised the shift from intrinsic focus on one’s own wellbeing, to the need to focus on making a more meaningful impact in the world.
One word… can spark a whole new direction + thought process!
Does that make you gasp?
When crafting your brand messaging… the words you use – tell your clients what’s most important to you, what you do, what you’re about.
So what do the “gillette guys” have to say about this campaign:
“I want to challenge people just to take a minute and have that ‘moment in the mirror’. For guys, this might even be when you’re shaving in the morning, ask yourself, ‘Are my actions what I want them to be? When people are watching me, what am I saying? Am I doing the things that really reflect me at my best?’ If guys reflect on that, we think that will have a more positive impact on society.” – Damon Jones, Vice President, Global Communications and Advocacy at Procter and Gamble
What’s your take on their new direction?
Share in the comments below…
Ps… if you’re worried that your messaging is going to shave away a bunch of clients… Why don’t we set up a virtual coffee – it’s a no pressure 25min chat to see whether I can help you?