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 doesn’t 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 Gillette’s 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 doesn’t regret running them.
“I don’t enjoy that some people were offended by the film and upset at the brand as a consequence. That’s not nice and goes against every ounce of training I’ve 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 today’s brands have to risk upsetting a small minority and that’s what we’ve done.”
(Excerpt) Read more at breitbart.com ...
>>Gillette CEO and president Gary Coombe<<
lol, This guy even looks like a wussy lib. haha
Proctor & Products - Just Sayin
Always menstrual hygiene products
Ariel laundry detergent
Bounty paper towels
Charmin bathroom tissue
Crest toothpaste
Dawn dishwashing
Downy fabric softener and dryer sheets
Fairy washing up liquid
Febreze odor eliminator
Gain laundry detergents, liquid fabric softener, dryer sheets and dish washing liquid
Gillette razors, shaving soap, shaving cream, body wash, shampoo, deodorant and anti-perspirant
Head & Shoulders shampoo
Olay personal and beauty products
Oral-B inter-dental products
Pampers & Pampers Kandoo and Luvs disposable diapers and moist towelettes. The 2014 Financial Report lists Pampers as Procter & Gamble’s largest brand.
Pantene haircare products
SK-II beauty products
Tide laundry detergents and products
Vicks cough and cold products
Mutual feeling. I alienated Gillette products from my house. Have fun with that $8B write down buddy.
And, he needs to change his/her/them/they last name.
“....losing penetration.....”. Most likely.
BTTT
No, but shorting might make sense.
“Many Americans, especially young ones, find such frenzied categorization troubling, as recent figures indicate: The annual GLAAD Accelerating Acceptance report shows a noticeable drop in the number of 18- to 34-year-olds who feel comfortable interacting with LGBTQ people, from 63 percent in 2016, to 53 percent in 2017, to 45 percent in 2018.”
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