P&G Urges Men to Lose Their ‘Toxic Masculinity’ in Gillette Razor Ad

Submitted by Mastodon on Mon, 2019-01-14 21:19

Article here. Excerpt:

'A new ad from P&G razor brand Gillette encourages men to reexamine themselves and the way that they raise young boys. The ad, which is called “We Believe: The Best Men Can Be,” is essentially a two-minute broad generalization about the way that men act and think.

The ad depicts men getting into fights, standing in front of barbecue grills, and verbally harassing women. The ad also heavily features news clips discussing the recent #MeToo movement.

In a comment to the Wall Street Journal, Pankaj Bhalla, Gillette’s brand director, said that the advertisement is a meditation on the changes that men must make in America. “This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” Bhalla said. “We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”

The ad immediately turned off customers, many of which said that they are done buying Gillette products.'

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Comments

... alienating 80% of your customer base. It's brilliant!

The genius who came up with it must be a Harvard MBA.

Possibly they're trying to appeal to female buyers. Is this an effort to sell more pink razors? Maybe. Data shows things like pink razors are priced a fair bit higher than blue ones simply bc cos. know women will pay more for a color than will men. Men don't care abt razor handle colors but apparently women on the whole do. The margin's a lot higher on pink razors.

Ok so go with that. Plan: Increase number of female customers who will buy pink razors and make us more money by bashing our male customers. Our male headcount drops but our female headcount jumps.

But is there a way to increase female headcount while not wrecking male headcount? Probably. But who cares. Let's just bash guys for fun.

New motto: "Gillette: Not quite the best a man can get. Actually, we prefer women. They spend more on razors. Our male customers can go fuck. Thank-you."

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Submitted by Matt on Mon, 2019-01-14 21:54