Modern Marketing Brand Strategy

Gillette ends 16-year Super Bowl drought for ‘game-changing’ new razor

By John Glenday | Reporter



Male Grooming article

February 1, 2022 | 3 min read

Gillette is looking to cut through to Super Bowl fans as it buys an ad spot for the first time since 2006 on the back of its latest male grooming product, the GilletteLabs with Exfoliating Bar.

Billed as the brands most important launch since Gillette Fusion 16 years ago, the launch is headlined by a 30-second spot created by Grey Advertising to take center stage during the Super Bowl LVI broadcast on NBC.


Gillette ends 16-year Super Bowl drought for new super razor

Communicating the simplicity and speed of the blade, the campaign adopts the tagline ’a quick and easy shave’ with the claim that it requires no more effort than washing your face in the morning.

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This will be augmented by outdoor activity in Los Angeles through Super Bowl weekend on the February 13, including a branded roller skating event that plays on the idea that using the GilletteLabs with Exfoliating Bar is as effortless as rolling across the dance floor at a roller disco.

Mariana McQuattie, senior vice-president of P&G Grooming in North America, commented: “We are extremely excited to be back in the Super Bowl for the first time since 2006 as the GilletteLabs with Exfoliating Bar launch is a big one for us that deserves this national stage. We’re even more excited to add to our legacy in sports with our Super Bowl activity. We truly believe GilletteLabs with Exfoliating Bar is a game-changer. Men who’ve tried it love it and say they would never go back to an ordinary razor.”

Gillette has broken ground in recent years with award-winning campaigns such as an uplifting and unconventional Father’s Day campaign, an ad promoting gender inclusivity and a divisive ad centered on toxic masculinity.

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