Which 1989 advertising campaign made the slogan “The Best a Man Can Get” famous for Gillette?

Gillette made “The Best a Man Can Get” famous through a campaign launched in 1989.

The slogan was introduced as a successor to Gillette’s earlier “The Best a Man Can Get” positioning and became closely associated with the company’s men’s shaving products. It expressed the brand promise through a superlative: Gillette presented its razors as the best choice available to male consumers.

The phrase worked across television, print, sports sponsorship, and packaging. Gillette frequently connected shaving with confidence, grooming, and traditional ideas of masculinity rather than describing only blade construction.

In 2019, Gillette reused the slogan in a widely discussed campaign about masculinity and the “Me Too” era. That later advertising generated debate because it asked men to reject bullying and harassment. The original slogan and the 2019 reinterpretation therefore belong to different campaign contexts.