It's nice to see marketers "getting real". But it seems Procter & Gamble's Gillette has liberated its new ad concept "The Best a Man Can Get"/"The Moment" from its competitor Unilever, who did an exceptional job with its own Dove brand in the "Campaign for Real Beauty." But with the continued global success of The Best a Man Can Get campaign, why did they have to introduce a "new core brand message", "The Moment"? Repitition builds brands, not evolving messages. Or so I thought.
Christina
@cdivigard
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