Skip to comments.Gillette CEO: $8 Billion Loss Over Woke Ads ‘Worth Paying’
Posted on 08/03/2019 9:18:00 AM PDT by blam
Gillette CEO and president Gary Coombe is defending the $8 billion write-down Procter & Gamble experienced last quarter related to his brand, saying in a recent interview that it was worth paying and that he doesnt mind alienating some customers.
Coombe told Marketing Week that the loss was a price worth paying as the 188-year-old maker of razors, blades and other grooming products contends with dwindling sales.
It was pretty stark. We were losing share, we were losing awareness and penetration, and something had to be done, Coombe said. He said Gillette decided to take a chance in an emotionally-charged way.
Gillette debuted a commercial in January that not only spotlighted the #MeToo movement but attacked traditional masculinity. In a series of scenes, the commercial depicted men and boys engaging in sexual harassment, bullying and workplace condescension towards women.
Is this the best a man can get? the commercial asked, inverting Gillettes famous tagline the best a man can get.
Another ad debuted in May showing a transgender male youth learning how to shave. Gillette also attacked traditional feminine beauty in ads for its Venus razors for women, featuring obese and transexual models.
The commercials received widespread pushback on social media. Coombe told Marketing Week that the backlash was more intense than he expected, but that he doesnt regret running them.
I dont enjoy that some people were offended by the film and upset at the brand as a consequence. Thats not nice and goes against every ounce of training Ive had in this industry over a third of a century, he said.
But I am absolutely of the view now that for the majority of people to fall more deeply in love with todays brands have to risk upsetting a small minority and thats what weve done.
(Excerpt) Read more at breitbart.com ...
"Your stupid boycotts will never make a dent in a company like P&G," one liberal scoffed back in January. Turns out, they didn't just make a dent. After a string of male-bashing, transgender shaving ads, the parent company of Gillette got nicked so badly, market experts wonder if the brand will survive. Gillette's CEO insists the radical activism was "worth the price." Let's hope so -- because so far, that price is a whopping $8 billion dollars.
Ok now its time to up our game. Not only don’t buy Gillette. But grab as many high priced razors as possible and hide them throughout the store so that the Wokes cannot either.
Duh! Still tone deef I see. Schick it to me baby! LOL!
$8 Billion Loss Over Woke Ads Worth Paying
Soon, they will lose some really bid money LOL
Who hires these idiots and why not terminated yet?
I’m sure the Stockholders disagree.
Worst CEO, ever.
The Board of Directors needs to give this clown the heave ho.
Dude looks a bit light in the loafers.
Jus’ sayin’ ...
Just take a little off the top, please.
Why did you stop?
This is what the company is calling white, heterosexual men: a small minority.
This is the ceo doubling down trying to save his ass o er his massively backfired, hugely negatively-received pc bs campaign.
I hope they go full bankrupt.
Does anyone want to invest in a company that’s been hijacked by left wing activists?
keep it up ceo- it will be MORE than $8 billion next year- what a dub!- you should be fired or pushed out for ignorant business practices- you are screwing your shareholders out of money! Moron!
P&G can't FIRE him because of above!
Mr. Coombe, I am positive your shareholder whole-heartedly affirm your value judgment about alienating a core market for your product, losing $8 billion in the process. . . . /sarcasm
This idiot needs to be shown the door along with the amoral board that hired the bum.
Remove that comment please. FR has class....that is LOW Class.
Harry’s Razors....Great Price - Great Shave.
“I decided that my views and opinions were far superior and moral compared to those who think differently than me. Therefore, my decision to run the company into the ground is completely defensible and justifiable. I mean, I have a golden parachute, so who cares. It’s unfortunate that thousands of our employees will lose their jobs, but hey, it’s not my fault that our customers aren’t as moral and woke as I am. How can they look at themselves in the mirror every morning to shave anyway?”
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