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 ...
Idiot!
A “small minority” buying $10 consumer products can’t cause an $8 billion problem.
Figure in one quarter, how much of this product will each customer buy? $50 worth? $100 tops?
Lets use the conservative round figure of $100. If that’s the case, they lost 80 million customers - not a “small minority” at all - in one quarter. $8 Billion is a LOT of money.
No way this guy is going to stay. I'll bet his golden parachute is huuuuugge. Nobody else would be that reckless.
Good.
Enjoy it because there’s more of it coming.
I’m done with P&G products as far as I’m concerned.
There’s other stuff on the market that works just as well.
GAY = Got Aids Yet? That woke enough for ya douche bag Gillette CEO?
Damn. He’s hideous.... and dumb.
Future Former Gillette CEO.
I wonder what aspect of it he thought was “worth it”.
I wonder if he’ll get to keep his position.
Sure... thats why YouTube kept deleting the majority of comments and downvotes on the ads ... to protect the majority (rolling eyes)
I discovered dollar shave club. I suspect I’m not the only one.
Those ears of his would allow him to be a shoo-in for the role Of DUMBO in Disney's next remake of DUMBO.
Sam's Club CEO, Rosalind Brewer, is no longer at Sam's Club after she said (and, many other things) that diversity was more important to her than stock holders.
(She is now the COO of Starbucks)
Looks like Pajama boy got a hair cut.
The guy’s head is too small for his ears
Translation: he doesn't give a crap because it's not his money and he's already independently wealthy.
LOL.
Hoping the company folds. Sell products. Stop the activism.
That can happen when one is in a certain position.
A small minority buying $10 consumer product
____________________________
You haven’t looked at Gillette razor prices in recent years apparently...do a search...discount prices are well north of $15...and Gillette is currently offering $10 off coupons on male and female shaving devices as per latest COSTCO flyer
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.