Best Marketing campaign for Schick ever!!!!!
But how did they get Gillette to do it?
Posted on 01/22/2019 9:09:58 AM PST by NohSpinZone
P&G Brand Director Pankaj Bhalla tells Ad Age its goal was to provoke conversation, so Gillette no doubt expected polarization. And this is, after all, an era when brands increasingly take a stand on social issues, as Nike did with a ballsy campaign that sided with Colin Kaepernick on the issue of NFL players kneeling during the national anthem.
But there's one glaring difference between Nike and Gillette: Nike's primary customers are young urban millennials who support brands that stand up for causes and tend to sympathize with Kaepernick's protest. Many of the customers for Gillette, a 117-year-old brand, are older white males less likely to be attuned to the #MeToo movement. Overall, younger men have been shaving less in recent years and African-American men have shaved less historically because of irritation issues.
And it was that core shaving demographic that disliked Gillette's ads most, according to Converseon. It found men were net negative toward the ad and women net positive, and that white people viewed the ad more negatively than other ethnic groups. Converseon also found sentiment was overwhelmingly positive from Democrats and overwhelmingly negative from Republicans and conservatives.
(Excerpt) Read more at adage.com ...
You called it. From what I understand, Nike reported higher overseas and "less than full retail price" sales in their financial statements. They've also expanded on-line as they work hard to gloss over the backlash.
Best Marketing campaign for Schick ever!!!!!
But how did they get Gillette to do it?
“P&G Brand Director Pankaj Bhalla tells Ad Age its goal was to provoke conversation,“
ANY Marketing person who says something this stupid should be fired on the spot. Your goal is to sell razors, you fricking idiot.
L
Doing the same switch. Bye gilette
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