{"id":29259,"date":"2019-02-21T22:25:30","date_gmt":"2019-02-21T21:25:30","guid":{"rendered":"https:\/\/beta.brandsmith.es\/?p=29259"},"modified":"2019-05-06T10:19:08","modified_gmt":"2019-05-06T08:19:08","slug":"what-we-should-learn-from-gillette","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/what-we-should-learn-from-gillette\/","title":{"rendered":"What we should learn from Gillette"},"content":{"rendered":"\n

Whiplash Team, <\/em>February 2019<\/h2>\n\n\n\n

What we should learn from Gillette<\/h3>\n\n\n\n

More than three weeks after the launching of Gillette\u2019s \u2018We Believe\u2019 campaign, the central spot \u2018The Best a Man Can Be\u2019 keeps rising debate. <\/h4>\n\n\n\n

The spot portrays intolerable behavior of what qualifies as \u201cToxic Masculinity\u201d, and has provoked a segment of its users to threaten to boycott the brand; while on the other hand, it has connected with the new wave of consumers: Millennials and Generation Z. The debate is still on the table, while experts agree in pointing out some of Gillette\u2019s mistakes that other brands should avoid in the path of activism.<\/p>\n\n\n\n

The time for\nbrands to be neutral seems to have gone forever. Today\u2019s users applaud and\nengage with brands whose purpose connects with their own values \u200b\u200band\nexpectations of a better society and world. As a recent report by US Communications\nand PR Firm Cone Communications shows, 92% of consumers have a more positive\nimage of a company when it supports a social cause. Thus, we must prepare for other\nbig brands following on Gillette\u2019s and Nike\u2019s steps surprising us with\ncampaigns of high social content.<\/p>\n\n\n\n

In this context, Gillette\u2019s \u2018We Believe\u2019 campaign continues to \ngenerate debate about whether it has been successful or not; whether it \nhas made Gillette to lose market share or if, on the contrary, the ad \nhas benefited the brand in the face of a market\u2019s generational change, \nby speaking in a frank language that Millennial and Z generation \nconsumers value. Specialized media and experts agree that, although the \ntopic is appropriate and timely, the approach and execution have not \nbeen the most appropriate from the point of view of marketing. Experts \nsay that the main problems are that the spot blames the user,and places \nGillette  over the problem, while it\u2019s not being backed by significant \nactions that show that Gillette believes in what it says and that these \nare not empty words, at least for now.<\/p>\n\n\n\n

According\nto Denise Lee Yohn, a Forbes<\/strong>\nmagazine contributor and Marketing expert, with this campaign Gillette aimed to\n\u201cchallenge the stereotypes and expectations of what it means to be a man\u201d\naccording to a statement from the company itself. However, she says, Gillette\nmade a mistake in the approach, \u201cspecifically with the enemy it chose to call\nout.\u201d.<\/p>\n\n\n\n

Yohn notes that Gillette\u2019s ad puts the blame for wrongful attitudes \nand behaviors on its customers, telling them, \u2018You can\u2019t laugh it off, \nmaking the same old excuses\u2026\u201d when, for example, \u201cGillette could have \nblamed the entertainment industry for encouraging and even celebrating \n\u201ctoxic masculinity\u201d, or it could have called out high-profile offenders \nsuch as Harvey Weinstein or Kevin Spacey for setting a poor example.  \nThe point \u2013 that men can and should be better than that \u2013 could still \nhave been made (\u2026). And by making someone or something other than its \ncustomer the enemy, Gillette would have put itself and customers on the \nsame side of the issue \u2013 a more persuasive stance from which to \nencourage today\u2019s customers to take action\u201d. <\/p>\n\n\n\n

On the\nother hand, Forrester<\/strong> researchers\nAnjali Lai and Keith Johnston, point out that \u201cThe message is clear, but the\ncontent belabors it to an extreme. Aligning toxicity with masculinity\nimmediately connotes disease and implies that there is no degree of masculine\nbehavior we can celebrate in this era of #MeToo\u201d.<\/p>\n\n\n\n

Another\nproblem with Gillette\u2019s The Best a Man Can Be ad according to Yohn, was to use\na voice-over to narrate the actions it questions. In doing so, Gillette seems\nto position itself as an arbiter between what is right and wrong and, what is\ninvolved is to provoke positive social change. \u201cHis message would have been\nbetter received if it had come from someone other than Gillette, an average man\nor even a celebrity.\u201d She adds that \u201cthe reason why Nike was so successful with\nthe campaign it ran last year highlighting Colin Kaepernick is because it celebrated what Kaepernick was\nalready doing and allowed customers to decide for themselves if and how they\nwould respond to the message\u201d.<\/p>\n\n\n\n

The last\npoint, on which Yohn, Anjali Lai and\nKeith Johnston agree is that consumers are tired of organizations saying one\nthing and doing another. As we recently pointed out a beautiful phrase is not a purpose.<\/a>, the purpose must be demonstrated\nand the key to doing so is to direct the organization\u2019s resources towards\naction in the struggle for a higher ideal. All this implies the commitment to\nmaintain coherence between the operative\nand the purpose of the organization, so, if a brand wishes to promote a social\ncause, it must support its message with significant actions.<\/p>\n\n\n\n

In this regard, Forrester researchers suggest that\nGillette\u2019s \u201clatest ad is incongruent with the brand\u2019s tone over the past three\ndecades\u201d and warns that \u201cfor Gillette to have the effect it intends it needs to\nmake the message real for consumers. Gillette must craft a narrative around the\nconversation over time and show tangible dedication to living the message it\ncalls for\u201d.  Along with the launch of the\nWe Believe campaign, Gillette announced that it will donate one million dollars\nannually over the next three years to non-profit organizations that carry out\nawareness programs in the United States to help men become role models for the\nnext generation. But for Yohn, \u201cthe company\u2019s promise \u2013 given how paltry it is\nin dollar amount and how passive it is in nature \u2014 lacks the substance and\nintegrity that people want and expect from companies these days\u201d.  <\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, February 2019 What we should learn from Gillette More than three weeks after the launching of Gillette\u2019s \u2018We Believe\u2019 campaign, the central spot \u2018The Best a Man Can Be\u2019 keeps rising debate. The spot portrays intolerable behavior of what qualifies as \u201cToxic Masculinity\u201d,…<\/p>\n","protected":false},"author":2,"featured_media":29265,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[23,24,28,25,26,29,27],"yoast_head":"\nBrandsmith - What we should learn from Gillette<\/title>\n<meta name=\"description\" content=\"Brandsmith What we should learn from Gillette\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - What we should learn from Gillette\" \/>\n<meta property=\"og:description\" content=\"Brandsmith What we should learn from Gillette\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/what-we-should-learn-from-gillette\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-21T21:25:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-05-06T08:19:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/02\/Whiplash-n\u00ba-95-1024x612.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/what-we-should-learn-from-gillette\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/what-we-should-learn-from-gillette\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"What we should learn from Gillette\",\"datePublished\":\"2019-02-21T21:25:30+00:00\",\"dateModified\":\"2019-05-06T08:19:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/what-we-should-learn-from-gillette\/\"},\"wordCount\":941,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"keywords\":[\"branding\",\"digitalmarketing\",\"Earth\",\"future\",\"human resources\",\"Lil Dicky\",\"management\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/what-we-should-learn-from-gillette\/\",\"url\":\"https:\/\/brandsmith.es\/en\/what-we-should-learn-from-gillette\/\",\"name\":\"Brandsmith - 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