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 ...
Woke Leftists still buy sneakers.
Most Pajama Boy Millenial men sport scruffy beards.
P&G shot itself in both feet and the arse here.
If the Nike ad was so great...why was there only one?
No Nike products for me after they hired Tigger.
Already left Gillette when I had to ask store personnel to unlock their overpriced product.
I threw all my Nike Clothing and Shoes out. I am only sorry that the Pentagon did not pull it from the AAFES and Navy and Marine Exchanges. I hate seeing soldiers and marines wearing Nike - being a retired paratrooper I would want a Nike wearing partner in a foxhole for starters.
I threw all my Nike Clothing and Shoes out. I am only sorry that the Pentagon did not pull it from the AAFES and Navy and Marine Exchanges. I hate seeing soldiers and marines wearing Nike - being a retired paratrooper I would want a Nike wearing partner in a foxhole for starters.
Nike is as high as $81.50 today holding around $80; they were $73 at the start of their campaign.
BLOWBACK OVER ‘WE BELIEVE’ AD SUGGESTS GILLETTE IS NO NIKE
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We believe Gillette will be filing chapter 11
Thanks. Good to know. As another poster pointed out, it couldn’t have been that great for Nike if they didn’t do more ads with Kaepernick since then.
Nike saying that the football non-player did not affect them is so disingenuous that it makes me not trust their sneakers.
Furthermore, Gillette will get the best shave in their lives on the bottom line.
Pankaj Bhalla? Pankaj Bhalla? Well there’s your problem.
If you go to Gillette’s Facbook page and read the comments under the post containing this ad almost EVERY SINGLE positive comment is from women. The few male commenters are theater production managers, florists and such. Gillette should just make all their razors pink and market them to the pussy hat wearers as pussy razors. Unfortunately the chicks who wear pussy hats don’t have much use for razors.
It’s ok Gillette, I’m gone and you can make it without my money. Have fun pi$$ing off your remaining customers.
it was a woman with men issues who produced the ad... that is the problem.
Hey, your dad is super hot. Introduce me.
I’m not going to buy Gillette either. I do not blame good men for the bad acts of a few.
Maybe Gillette should do a gay mutual manscaping ad. After all, gay men are 35% of the population, right? (According to tv shows and movies)
Gillette screwed the pooch. Pure stupidity. End of story.
I have a couple fresh cans of Gillette shaving cream I am planning on sending to this stupid bastard with suggestions as to what he can do with them.
A pan sexual freak with a history of talking vaginas
Btw
Hi!
I have nothing against noisy vaginas for the record.....some make their own music..lol
lol... indeed!
Yeah. Let’s insult our customers and lecture them. That’ll sell more razors.
That’s the number-one rule of what an advertiser should never do.
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