Gillette is facing some expected criticism after it debuted its new ad. The personal hygiene brand’s new ad addresses issues such as toxic masculinity and sexual harassment.
Gillette Takes on #MeToo
Gillette plays on its famous tagline and asks: “Is this the best a man can get?” The company called the ad ‘We Believe.’
The company has faced expected backlash for the ad, but it isn’t all negative. Some offered praise for the forward ad while others have threatened to boycott the men’s hygiene company.
“The ad is not about toxic masculinity. It is about men taking more action every day to set the best example for the next generation,” Pankaj Bhalla, the North American brand director for Gilette, told CNN Business. “This was intended to simply say that the enemy for all of us is inaction.”
The company told CNN it expected debates against the ad and they actually embrace it. Bhalla hopes the ad continues to stir up discussions because he feels that’s when the most change can occur. The marketing department behind the video at Gillette hope that men watch the video and are inspired to act as role models to the next generation of men.
The company is putting its foot down on men treating others with respect—both men and women. While both men and women should treat everyone with respect, the company is a men’s personal hygiene brand and is boldly targeting its specific audience.
Procter & Gamble (NYSE:PG) own Gillette and in the past have been praised for their progressive campaigns with the companies they own.
The video commentator says:
“We can’t hide from it. It’s been going on far too long. We can’t laugh it off, making the same old excuses. Something has finally changed.”
Bought Gillette razors for years. I will be buying an electric razor. The best Gillette can get is finding a reasonable price for a razor. All I want is two razor's for a comfortable shave. And no product should tell anyone how to behave or what society deems as acceptable.
— Cris Benson (@TheFFInformer) January 14, 2019
There were a 100+ more of these responses just based on this tweet. Gillette has more videos lined up for this new ‘We Believe’ ad series, and it will be interesting to see if they stick to the effort—especially if they lose a ton of sales.
Featured Image: Gillette