There are other ads that did it better. I can't find the commercial, but some other razor company featured a flower shop owner who loves flower arranging and ran a costume 5k in a daisy costume, but he shaved first. He can be strong and sporty, but still love his family and his flowers.
Instead of saying "some" men make good choices and implying that most do not, the flower man ad sold razors to another portion of their target market.
Gillette has also lost $8 Billion in revenue since running the ad, despite Proctor and Gamble's strong overall performance.
If their social justice campaigns erode their footing as a massive brand, they won't have nearly as much influence or reach anymore.
In other words, if they preach too much, they won't be able to preach for too much longer.
No no, it's okay, Gillette assured everyone that ostracizing and insulting large portions of their market base and losing 8 billion dollars/damaging share values was worth it.
Gillette did not lose $8 billion in revenue, P&G revalued the brand. There's a massive difference, and their stock is up. There's a plethora of reasons why a company revalues a brand - changes in inflation/value of the dollar, changes in culture (less people shaving overall), and the increase in options (Dollar shave club is easier).
So they didn't actually LOSE money, their company is just WORTH less, and people aren't buying from them as much, so they can't GAIN the money like they used to to begin with. Glad we got that hair split down the middle o.O
Did the Lady's razors pick up the slack.lol. I have the Gillette Fussion, vibrating ,5 blades. It's the best razor that I have ever had. My oldest daughter use almost 50 dollars worth of blades within about 9 days. I was pretty pissed to say the least . I can laugh now, but she wisely avoided me for the rest of that day.
Given the new valuation, I doubt it. I like gilette razors, but I dislike the way they more or less passive-aggressively attacked their consumer base, blamed another part of their consumer base for the fallout, and then classified everyone they upset as an unimportant "minority." Not that my thoughts on it mean much in the scheme of things
'
I've considered the dollar shave club in the past, but might give it another look. Blame it on the millenialism I suppose
Instead of saying "some" men make good choices and implying that most do not, the flower man ad sold razors to another portion of their target market.
If their social justice campaigns erode their footing as a massive brand, they won't have nearly as much influence or reach anymore.
In other words, if they preach too much, they won't be able to preach for too much longer.
'
I've considered the dollar shave club in the past, but might give it another look. Blame it on the millenialism I suppose