Gillette: the best a man COULD get…
Gillette marketing dept, 3 years ago…
CEO: “So, we’re about to sign the three top performing sportsmen in their field. They’re unassailable, the very best, yes?”Marketing Director: “Yep, that’s right. They really are ‘the best’. They fit right in with the Gillette positioning.”CEO: “But sport is such a fickle mistress… what if, say, they go off the boil, or someone else better comes along, or get injured… what then?”Marketing Director: “Ah, well, that’s the beauty of signing three of them, you see… what are the chances of all three of the world’s greatest sportsmen all becoming rubbish at the same time..?”
Oh. Quite high then…
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