For Gillette to survive it needs to create brand loyalty. Males tend to stick with the first good shaving brand they start with so ideally this should be from the onset of adolescence when the next generation of boys become men hence the theme for the assignment.
The issue of boys to men is a very current and important issue as adolescence is the cross roads where the choice of path and decisions and influences can direct your whole future. The choices the youth make here affect the direction society moves in and currently this being corrupted in a very negative manner for large portions of societies, as seen with chav and gang culture, racist, ignorant, anti education, xenophobic, territorial, misogynistic aggression and religious fanaticism.
This is pushing violent crime such as knife, gang, acid attack violent crime and on larger scales terrorism, religious inquisition cultures as seen with Islamic state, buko haram and the Taliban, Christian evangelic attacks on birth control provision for females, warmongering, risking even nuclear Armageddon. The current financial situation and that of a lack of housing is also disrupting paths to manhood, such as gaining a bachelor pad when young and a home of their own when developing relationships to settled couple level forming families. There appears to be a severe lack of male role models guiding boys to men in a positive manner to that of successful, responsible, respectful, protective, adventurous, wise, romantic, strong, fit, social, technically innovative and outgoing. Very much the brand values of Gillette. As mentioned my content sections are marked with a (C) and included the history section.