Proctor and Gamble and Gillette has taken sides in American politics and decided to throw in with the Democrats and the left.
Specifically they’re now telling men that masculinity is evil, and you should use your Gillette razor, to shave it off, as the Wall Street Journal reports:
Gillette is embracing the #MeToo movement in a new digital ad campaign aimed at men, the latest message from an advertiser attempting to change societal norms.
The ad, dubbed “We Believe,” opens with audio of news about the current #MeToo movement, bullying and “toxic masculinity.”
A narrator then goes on to dispute the notion that “boys will be boys,” asking, “Is this the best a man can get? Is it? We can’t hide from it. It has been going on far too long. We can’t laugh it off, making the same old excuses.”
The ad puts a new spin on the brand’s 30-year tagline, “The Best A Man Can Get,” challenging men to take positive actions, such as stopping other men, and the next generation, from harassing women.
The ad will be hosted on Gillette’s YouTube page with paid digital and social support.
Gillette parent Procter & Gamble Co. is among companies that in recent years have used advertising as a platform to promote their stance on social issues such as gender equality, and polarizing political topics such as immigration and gun control.
P&G is perhaps best known for its lauded “Like a Girl” ad campaign for feminine-care brand Always and “Stress test” for deodorant brand Secret.
The latest ad, created by Gillette’s ad agency Grey, is among the first to address the #MeToo movement head on, and to blatantly tell men to change their behavior.
So according to liberals, the left and now Gillette masculinity is bad, and women want men who act more like women.
Of course this is stupid, and due to backfire.
Throw your Gillette razors in the trash and buy from a company that doesn’t take sides in American politics.
Proctor and Gamble, the parent company of Gillette understands that they’re alienating some customers, but they don’t care:
“It’s a risky move,” said Dean Crutchfield, CEO of branding firm Crutchfield + Partners. On one hand, it “creates a credible, believable, and upfront conversation that takes brutal honesty and tough decisions,” he said.
Gillette needs to appeal to millennials who care about what companies stand for, he said. “There’s a demand for this, for purpose, for brands to be tackling tough issues in the moment.”
But the ad could backfire and alienate Gillette’s base, Mr. Crutchfield cautioned. “Does the customer want to be told they’re a naughty boy? Are you asking too much of your consumer to be having this conversation with them?”
Brands diving into charged social issues risk turning off customers who don’t agree with their stance, don’t believe it is authentic or consider it poorly handled.
Time for a new social media tagline – #boycottgillette and #boycottp&g
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