A scene from Gillette's 'The Best Men Can Be' ad. Actually a pretty patronising notion, don’t boys and men deserve more than to be expected so little of? If you’re an existing customer and you want to know more, your account manager will be happy to help. Most are along the lines of the user who tweeted “Is this the only way to left to promote your products that is spewing venom against your primary customers?”. The ad, which was posted on Monday morning (AEDT), starts with voices that sound like newsreaders saying "bullying, the #MeToo movement against sexual harassment, toxic masculinity" and asks: "Is this the best a man can get?". The comments on Twitter show how desperately society needs to hear them. Currently viewed by over 2.5 million people (and counting), comments below the ad include one user suggesting Gillette “fire your advertising team and your board members”, while another asks “if your target demographic is men, why create an advertisement with feminist propaganda portraying men as bad people?”. Generation labels mask issues of inequality. Gillette’s famous tagline “The Best a Man Can Get” (that’s been around since 1989) has been given a makeover for their latest campaign, and I think the resulting phrase is one of the most poignant examples of a brand directly targeting consumers’ identities (rather than their practical preferences) ever. It is a brand that has relied more on product functionality than creating a compelling brand story for 30 years. This service may include material from Agence France-Presse (AFP), APTN, Reuters, AAP, CNN and the BBC World Service which is copyright and cannot be reproduced. I would argue, being a mother to a daughter too, that nobody’s standards should ever be defined by gender. However, it is relatively rare to see a social cause so explicitly embedded in advertising for products directed to men. In-telligent: Building an effective emergency communications system. Actor James Woods also said the advertisement's message boiled down to "men are horrible". Consumers are buying with their hearts. If only there were more mainstream messages with these sentiments. The video, overseen by Australian-born director Kim Gehrig, features news reports about the #MeToo movement and calls on men to treat women with respect and step in when someone isn't being a positive role model. @MarekmikaMarek also hits the nail on the head by commenting, “#Gillette ad is a reflection of where we are. While the campaign is called The Best Men Can Be, Gillette ended the statement by making it clear it would be keeping its 30-year-old trademarked tagline, but with a new meaning. I am specializing in the categories of economy, healthcare and materials science. With a narrator interjecting with “there will be no going back, because we believe in the best in men” and a character telling two kids fighting “that’s not how we treat each other”, the short film is one I will definitely show my son.But, as expected, there has been a huge backlash, with 23,000 dislikes to date. Gillette’s #TheBestMenCanBe campaign looks to be next up: “Boys will be boys”? Are we headed for another tech bubble collapse in 2019? Instead, the Gillette ad enters a man’s personal space, without his permission, and forces him to face his masculinity head-on. It's only by challenging ourselves to do more, that we can get closer to our best. We get the latest investing advice from the experts. Its 2018 Colin Kaepernick ad touches on racial discrimination, the #Takeaknee movement and the transformative power of sport. The brand quite rightly points out that a lot has been revolutionised since their first marketing tagline of The Best a Man Can Get, which was brought out 30 years ago - so their message must evolve too. Procter & Gamble, Gillette’s parent company, took this cause marketing approach in 2015. "If we get people to pause, reflect and to challenge themselves and others to ensure that their actions reflect who they really are, then this campaign will be a success. Nobody’s standards should ever be defined by gender. Most In-depth Marketing and Digital Marketing Courses. Instead of excuses, we need to make a change.” The brand quite rightly points out that a lot has been revolutionised since their first marketing tagline of The Best a Man Can Get, which was brought out 30 years ago - so their message must evolve too. For more than 100 years Gillette has been known for Men’s grooming with its innovative razors and shaving blade. Here's how you can get involved in the Women's March 2019 this weekend, Revolutionary femtech brand Elvie just dropped two genius new breastfeeding products (with a 15,000-person strong wait list! Company number: 03898053 | VAT number: 754 750 710. "They're putting themselves front and centre and taking a leadership position. he asked. Men are now obliged when looking into the mirror to ask themselves, daily, if they are “the best” they can be. As part of the campaign, Gillette has also changed its 30-year tagline from "the best a man can get" to "the best a man can be". “We believe” refers directly to the #MeToo movement, sexual harassment and bullying, and the commercial has generated lots of buzz because of its use of images of “toxic masculinity.”. “Today more than ever, consumers are putting their faith in brands to stand for something. The company competes with players from the local market and international players such as American Safety Razor, Colgate Palmolive, Godrej, Park Avenue and others. Gillette’s commercial is an unusual example of the now ubiquitous commodification of social causes. Attrition: Definition, Working, Types, Pros and Cons. Gillette's decision to take a stance was always going to be risky, according to branding experts. Does Gillette’s campaign represent a new starting point for accepting advertising that speaks to men about social issues? Beginning with men facing themselves in the mirror, scenarios played out include young boys fighting, a guy intervening to stop a woman being sexually harassed and historical sexist TV footage. A Procter & Gamble spokeswoman defended the ad, arguing it was designed to encourage men to be their best selves. If you’re an existing customer and you want to know more, your account manager will be happy to help. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. Your email address will not be published. These are some of the central tenets of postmodernism – a state of the world in which individuals are unconstrained by tradition and can define themselves however they wish. Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis, our bulletins will be essential reading to get the pulse of the nation, Discover how consumers are approaching plastic waste during the pandemic. Do you agree to our cookie policy? "Let boys be damn boys. And in the face of such resistance, does the commercial have any potential to accomplish the social change that Gillette is asking men to make? © 2018, Aspioneer BizBytz Marketing Pvt. Gillette's newest advertisement isn't about shaving, or beards or personal hygiene. Segmentation, targeting, positioning in the Marketing strategy of Gillette–, Competitive advantage in the Marketing strategy of Gillette–, BCG Matrix in the Marketing strategy of Gillette-, Distribution strategy in the Marketing strategy of Gillette–, Brand equity in the Marketing strategy of Gillette–, Competitive analysis in the Marketing strategy of Gillette-, Market analysis in the Marketing strategy of Gillette-, Customer analysis in the Marketing strategy of Gillette–, The Complete Guide to Advertising on Instagram (with Steps). The social media campaign helped victims speak out and has sparked change across the entertainment industry. Gillette Company based out in Boston is the flagship brand of Procter & Gamble which got merged in it in the year 2005. The ad is seemingly about shaving, but it is also about how men treat their wives, partners, friends, kids and colleagues. It then asks men to be self-reflective about their attitudes and behaviour. 1st Floor, Sovereign House, Church Street, Brighton, BN1 1UJ In Retail segment, it majorly targets Men in the age group of 12 years and above but recently the company have extended its product line and has introduced products for Women also. Unlike the Kaepernick Nike ad, this is not the aspirational story advertising typically tells us about our place in the world. Helen Wilson-Beevers. ‘The Best A Man Can Get.’ As a brand that encourages men to be their best, we are committed to driving change that matters and promoting #TheBestMenCanBe. It’s a bold move, especially given the diversity of their clientele. Moving with the times and also acknowledging how damaging terms such as “sissy” are, the advert challenges men to banish toxic masculinity. By using our site you agree to our On Monday, the personal care brand released an ad that questions what that tagline means in 2019. Because many products are functionally effective and similar, the challenge is to differentiate similar products within a category. But as more and more brands make their views known on particular issues, for the rest there are fewer and fewer places to hide. Criticism for the ad has been harsh on social media, with some men indicating they would boycott the brand. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”. We have some bad news, Live: Morrison says tax cuts will help businesses 'get back on their feet quicker', When Melbourne's lockdown began, Jane's addiction spiralled into a 'vicious cycle', Pence's one job was to make his boss look good. SWOT analysis – Here is the SWOT analysis of Gillette. Let's stay in touch :). A recent Edelmen study shows that 64% of consumers will choose, switch, avoid, or boycott a brand based on where it stands on the political or social issues they care about. “The Best a Man Can Be” is about becoming. When we looked at mentions of Gillette between 14 – 15 January (up to 9am ET, and removing retweets), the sentiment-categorized conversation showed an almost 50/50 split between positive and negative. Gillette quite rightly underlines that we can no longer hide from sexual harassment or laugh it off. This comment is embedded within us from a young age and I for one am sick of hearing it. It is within our power to influence children who are growing up and educate boys and girls where their moral compass should point. Instead, Gillette’s commercial calls for men’s painful contemplation about their daily lives, during their daily ritual of shaving. Marketing mix – Here is the Marketing mix of Gillette. It’s 2019 and the message does not erode your masculinity it actually paints you as a strong & responsible person”. Now's the time for brands to define and live by their values. In Rihanna’s world, plus-size people aren’t just welcomed - they’re worshipped. Ikea vs Pepperfy: India the venue for a David and Goliath... Why manufacturing is essential for economic growth.