In January Proctor & Gamble decided to run Gillette razor ads trashing men as violent stalkers and abusers in a disgusting ad campaign.
The company felt the best way to promote their product was to attack their customer base.
The toxic masculinity ad highlighted sexist and bullying white males in the United States.
Of the 43 abusive males in the ad – 42 were white. 7 of the 8 hero men in the ad were black.
The ad did not do so well. Many users promised to avoid the product.
The company followed that ad up with a father teaching his trans son how to shave for the first time.
All that wokeness did not pay off for Gillette and P&G.
Gillette lost $8 BILLION in the second quarter.
After this shockingly disgusting ad campaign Gillette is hoping to regain its market share with a more positive message.
They decided that labeling their customers as sexist pigs may not have been the best strategy.
Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash.
The new ad, which launched last week, stars Australian firefighter and personal trainer Ben Ziekenheiner. “I’ve been a firefighter for 19 years,” Mr Ziekenheiner says in the ad…
…In January, Gillette sparked an online firestorm and boycott threats with an ad about the #MeToo movement challenging men to “shave their toxic masculinity”. The ad, which depicted various scenes of men bullying and catcalling women, asked, “Is this the best a man can get? Is it?”
The “We Believe” ad was labelled by some in the media as an “attack on men”, but others praised the brand for starting a “conversation”. In May, Gillette followed up with an ad featuring a father teaching his transgender son how to shave for the first time.
While the “First Shave” ad was generally well received, it was widely seen as Gillette doubling down on its push into social issues. In response to one Facebook comment, the company said, “We believe brands play a role in influencing culture and have a responsibility to use their voice for good.”
Pressed on whether Gillette would continue to talk about divisive issues like toxic masculinity, Mr Airan repeated, “We will continue to represent men at their best. This is our purpose and has been our purpose consistently for 118 years and that is not changing.”