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 ...
They think we are a small minority because he lives in a limousine liberal enclave. Who does he think gave Donald Trump the 63 million votes?
"Jerry, I can't get fired."
GOOD! Let them hemorrhage money until it's too late.
Their current approach is akin to putting a band-aid on a gunshot wound.
"Stupid is as stupid does."
We already knew, woke is a joke.
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.
more like alienating the majority to pander to a small minority...
Sounds like they were having financial problems before tha ad. Is there anything to indicate that the ad caused a more precipitous drop? Waiting to gloat until I hear that.
Who hires these idiots and why not terminated yet?
************
Speaks volumes about Proctor & Gamble’s management layer.
“But I am absolutely of the view now that for the majority of people to fall more deeply in love with todays brands you have to risk upsetting a small minority and thats what weve done.”
What a fool! He’s got the majority and minority reversed.
I bet the shareholders disagree.
The advertisers don’t get it.
98% of Americans are fed up to the gills with the cries of “racism”, “homophobes”, etc, etc, etc, etc.
They are sick of having to rent their homes, give jobs to, and treat with special privileges whatever LGBTPQRSUVxxxx that walks in their door.
"....Gary Coombe is Chief Executive Officer of P&Gs Global Grooming business, including the biggest shaving brands in the worldGillette, Venus, Braun, Joy and The Art of Shaving. The Grooming business is responsible for 10% of total company revenue ($6.5BN), serving nearly 800 million consumers around the world...."
Quite the advocate for rainbow warfare.
Been using dollar shave club for a few years now. Great customer service and great quality. Highly recommend the shave butter.
I hope the CEO posted off enough shareholders that they can him.
Agree with you. We should have higher standards than that.
Someone needs to bitch-slap this CEO. An EIGHT BILLION dollar loss is not the result of offending a "small minority."
I don't know of another CEO at a company in the world who'd be as stupid as this to make such a statement. I can't imagine the shareholders of Gillette aren't too happy either.
>>>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<<<
I think I am losing my mind when I read tripe like this.
Transgender male youth = Mentally Ill young girl.
Being Obese and being Transexual are comparable behaviors?
“Gillette” where our motto is...cut your *ick off!
“Ok now its time to up our game. “
Yes, but in addition to boycotting Gillette in perpetuity, how about visiting your boycott on Proctor and Gamble as a whole? P&G is another $hit company run by liberal a$$holes, why give them any of your money? Say goodbye to Head & Shoulders, Crest, and a host of products we all use on a daily basis. Let’s see if they can survive selling to half the population! These kinds of actions cost us nothing.
“What, me worry?”
With ears like he has, my bet is that his mother was a “loving cup!”
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.