Gillette has been forced to backtrack on their ‘toxic masculinity’ ad campaign after a customer backlash led $8 billion dollar write-down in value. Parent company P&G purchased Gillette for &57 billion back in 2005.
Gillette has said it is “shifting the spotlight from social issues to local heroes” after a customer backlash has led to massive losses. The new ad that launched last week features a white Australian firefighter portrayed in an entirely positive light. This is in stark contrast to Gillette’s previous cringy ads promoting feminism, social justice, and trannies.
“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,” said Manu Airan, associate brand director for Gillette. We are reaching levels of ‘cope’ that shouldn’t even be possible.
Gillette sparked an online firestorm and boycott threats back in January after the release of their cringe ad about toxic masculinity and the me-too movement. Well, it seems the threats to boycott have ultimately been successful. While Gillette has said they believe brands play a role in influencing culture and have a responsibility to use their voice for the progressive agenda, ultimately consumers and online communities have a much larger role in influencing culture.
Gillette's competitors have acted quickly to take advantage of their disastrous woke ad campaign by mocking male feminism and progressivism. Much of Gillette's $8 billion write-down has been as a result of the boycott and increased competition. With many of Gillette's market competition willing to take advantage of their blunder.