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In January 2019, Gillette launched a new "The Best Men Can Be" marketing campaign celebrating the 30th anniversary of the "Best Man Can Get" slogan. The campaign featured a commercial titled "We Believe" and aimed to promote positive values among men - condemning acts of bullying, sexism, sexual violence and toxic masculinity. While the campaign has received praise for acknowledging current social movements and for promoting the positive values of masculinity, it has also faced backlash, including from right-wing critics who have been labeled left-wing propaganda that blames its clients and a misandrist and there were calls for a boycott of Gillette.
Gillette first introduced its long-standing slogan "The Best a Man Can Get" during a commercial first shown during Super Bowl XXIII in 1989.
The company has sponsored major league baseball (MLB), the 2010 Gillette Fusion Proglide 500, and the Olympics. The company supports many sports for marketing purposes. Men must be men!
