Gillette - The Best Men Can Be?

Matilde Lynge Zarp, Sigrid Dam Gersbøll, Maiya Ruben Hansen, Asta Nørgaard & Tobias Munkholm Lomholt Wismann

Studenteropgave: Kandidatprojekt


Taking a strategic communication perspective this project analyses the concept of brand
activism through a case study of Gillette’s use of societal issues in the campaign The Best Men
Can Be from January 2019 and further examines why businesses join societal and political
debates through their branding despite the risk of alienating their stakeholders.
Brand activism is a new concept in branding described by Christian Sarkar and Philip Kotler
in their book Brand Activism: From Purpose to Action from 2018. The concept describes a new
type of strategy within the field of branding where it is viewed as a necessity for companies to
react to political and social issues in society in order to create and maintain brand equity. From
this perspective companies cannot stay neutral in a highly polarized world where customers
expect businesses to be an agent of change.
Using a mixed methodological approach, the group analyses the campaign through theoretical
concepts as positioning, brand revitalization, encoding and decoding, branding and brand
activism. The project concludes that Gillette’s campaign can be viewed as an act of positioning
itself in the grooming market and revitalizing its brand through the use of brand activism.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato27 maj 2019
Antal sider56
VejledereLars Thunø


  • Branding
  • Brand activism
  • positionering
  • brandværdi
  • Stakeholders
  • #MeToo
  • Stakeholder
  • Gillette
  • Nike
  • Kotler
  • Encoding
  • Decoding
  • Produsers
  • Co-creation
  • Corporate branding
  • produktbranding
  • USP
  • ESP
  • CSR
  • Brandteori
  • strategisk kommunikation
  • Kommunikation