'Gillette – the best a man can get' I don't think so! We wanted to reach out and offer 'real food' to the 'real blokes' out there so we developed a simple, strong communications idea – let's celebrate these Real Blokes!We devised and executed a two-stage campaign, employing a variety of different channels and media to deliver this. First, we communicated our Real Bloke positioning through TV and a spot-on piece of innovative sports sponsorship. We then lived and breathed this positioning by actively involving real blokes, making them the centre of the brand's communications; roadshows supported by 'real blokes' media.