The famous tag line of Gillette "Best a Man Can Get" was created in 1983 and got a unanimous thumbs-up. At the meanwhile, Gillette also redesigned its logo to make it bigger, bolder, and slanted to the right, suggesting a more assertive, masculine image. It was hoped that the re-branding campaign, including new tag line, new logo and advertisements could eventually be extended to all products, including a new line of men's toiletries the company planned to introduce in 1993.