Gillette used the slogan “The best a man can get” for its shaving products. The company introduced the campaign in 1989, making it one of Gillette’s best-known advertising lines.
The slogan was designed to connect shaving performance with an ideal of personal presentation. Gillette advertisements commonly showed athletes, actors, and other public figures, linking the brand with confidence and achievement. The campaign accompanied the company’s promotion of increasingly advanced razor systems.
The wording is sometimes remembered as “The best a man can get” without its connection to Gillette’s products. Gillette was founded by King C. Gillette, who patented a disposable-blade safety razor in 1901. The brand later became part of Procter & Gamble, which acquired Gillette in 2005.