Posted on 01/15/2019 6:36:10 AM PST by C19fan
As Gillette has come under increasing competition from low priced competitors such as Dollar Shave Club and Harry's, along with a resurgent Schick who is offering refill cartridges that fit Gillette razors, its market share has dropped from 70% to 50% over the past decade. Gillette has been forced to drop the price of its razors by about 15% over the past few years and is on the verge of losing master brand status.
It is within this competitive context that Gillette debuted its We Believe in the Best in Men ad campaign on its website yesterday, part of an overall shift to the slightly modified tag The Best a Man Can Be. The 1:48 length video starts out with images of remarkably troubled looking men as a narrator makes reference to bullying, sexual harassment, and toxic masculinity. It then poses the question Is This the Best a Man Can Get. The viewer then sees depictions of a series of very ugly and negative behaviors, including bullying, fighting, sexual harassment, and blatantly interfering with a woman speaking in the workplace. The ad goes on to state it is time for men to stop making excuses and to renounce the idea that boys will be boys. Gillette concludes that concludes by calling for and showing images of men holding other men accountable and emphasizing that the boys of today will be the men of tomorrow.
(Excerpt) Read more at forbes.com ...
Statements from Gillette management verify that they went into this thing open-eyed, that they expected controversy, and that they're preening over their moral superiority to their customers. We'll see what it does to sales.
ROFL
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