And I thought Nike track suits were worn by the elderly, Italians and Persians.
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 ...
Name change to “Jill-ette”.
Pankaj Bhalla? P&G couldn’t find an AMERICAN that wanted the job?
As a shareholder of P&G you bet your butt it pisses us off I can tell you that.
Did Nike’s stock hold up after the initial few weeks of Kaepernick? High schoolers and college students alone couldn’t keep their brand afloat, I would think.
Nike’s primary consumers are idiots but Phil Knight was the first to start with outfitting sports teams with free clothes as long as they contained his icon (the swoosh) on them which begat licensing agreements with major sports teams.
Chances are, whatever team you support, they have a licensing deal with Nike, Champion or Adidas. So if you want to support your team with their logo on your clothes, you’re paying into one of these companies. THAT’S their primary way to make money, not with tv ads.
Any business that must advertise in order to achieve maximum profits would be best to stay away from the Nike business model.
It’s not that they couldn’t find an American that wanted the job it’s that they decided not to an hire American to do the job.
The author doesn’t flinch at calling Dollar Club, or whatever it is, “haters,” and labeling Hannity ‘right wing.’ F ‘im.
Unfortunately, the conversations that were provoked were along the lines of "I'll never buy that faggoty SJW brand Gilette ever again!"
You mean the first week of high-intensity Christmas shopping?
I bet just about every company saw a “significant increase in sales” during that window.
The real question should be how they did during the 2018 window compared to previous years. Or their competitors in 2018...
Gillette is not an overprice shoe that only blacks and stupid white kids will pay that kind of money.
Just switched to a Schick this weekend. Have never owned anything but Gillette until now. Somehow, I think I’ll miss Gillette even less than I miss the NFL (which isn’t much at all).
When my shoes wear out (and I'm about ready to replace them) Nike won't even be considered.
When my shaving cream and spare blades run out I won't be replacing them with any Gillette products. I'll go either Shick or Barbasol based.
That's the thing with these companies. They may not have felt the whole pinch yet because many people are just using up their products. Once done though, they won't get the replacement purchases.
Yep - switched to Schick last week and have decided it works just fine - at a 60+% savings
Neither could Microsoft, Google, or Pepsi.
Ditto. I’m not a razor or shaving cream snob. I’ve used good razors and cheap disposables. I’ve used Gillette, Barbasol, and Schick (Edge gel) shaving creams. I don’t have sensitive skin or a particularly tough beard - everything I’ve tried seems to work about as well as anything else. I can say goodbye to Gillette and never look back.
And I thought Nike track suits were worn by the elderly, Italians and Persians.
Just looked it up. Nike pretty much broke even since that decision. The S&P 500 is down 10%. I'd call that a win for the America-hating brand. Note: I will never under any circumstances buy Nike again, but it appears that they were right to dismiss productive Americans as potential customers. As for Gillette, they just joined my boycott list too. I'm going to save money without them.
Yes, its an insanely stupid marketing idea, but then again, big companies like P&G are ideological bubbles nearly as much as bureaucracies in government and academia. They believe their own propaganda.
They also are sitting atop very wealthy and, for the time being, successful organizations. So they have arrogance to combine with their ideology.
Its a formula for their eventual destruction.
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