Gillette’s parent company Procter & Gamble had to do an $8 billion write down on the shaving brand following the quarter where a lot of men said they were boycotting Gillette after they adopted the feminist, #MeToo style marketing that was basically a reproach on masculinity. Following that incident, it appears Gillette may be stepping away from the caustic marketing strategy, according to a new report.
Kotaku In Action 2 picked up the news from the Washington Times, who is reporting that Gillette Australia and New Zealand associate brand director, Manu Airan, told News.com.au that the company would be shifting its marketing focus away from social issues…
“Shifting the spotlight from social issues to local heroes” [like firefighters and personal trainers is the company’s new focus].
“We have a very clear strategy when it comes to how we authentically connect with our consumers. We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.”
In fact, we’ve already seen how this has been playing out with some of the new ads, where indeed we see that Gillette is trying to focus on military men and more local heroes, as opposed to feminist propaganda ads aimed at chastising men.
Gillette has been desperate to veer the conversation away from them going broke in the last quarter in result of the ads, but have instead tried using the excuse that competition was stiff. However, that wouldn’t be entirely untrue given that Gillette helped giving their competitors more business via the anti-male ads.
The big question is this: with Gillette trying to win back their male audience after trying to indoctrinate them with feminist agitprop, will you go back to them if they shift the marketing focus to something less mordant or will you stick with whatever new shaving brand you’ve picked up?