Gillette in for some razor burn after recent marketing video goes viral

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It is Thursday, January 17, 2019. In case you forgot.
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Gillette in for some razor burn after recent marketing video goes viral

Gillette found itself in the headlines this week after the airing a new ad. The video was praised by some and offensive-to-the-point-of-calling-for-a-boycott for others.  

The “We Believe” campaign highlights the #MeToo movement, challenges the notion of “boys will be boys,” and calls men to action with a “The Best Men Can Be” tagline (a nod to their slogan “The Best a Man Can Get”).

Since the video was published on YouTube on Sunday, it’s garnered more than 13 million views, 320k likes, and 693k dislikes. Not a great ratio. Does that mean the campaign should be considered a failure?


Any mess is a good mess?

Regardless of where you stand on the video, it’s fair to say it’s controversial -- and that’s the point. We’re writing about Gillette today, a company you haven’t thought about in years.

While no one believes the campaign was intended to be divisive it’s hard to imagine they didn’t consider the Kaepernick effect (Nike had a 10% sales bump despite ad controversy) when approaching this hot button issue. And Gillette definitely needs the extra buzz.

In recent years Gillette’s competition has been taking it to them. Startups like Harry’s and Dollar Shave Club (acquired by Unilever in 2016) have eaten into Gillette’s market share which fell from 70% to below 50%. Both Harry’s and Dollar Shave Club have run widely successful marketing campaigns of their own, Harry’s with its pre-launch referral program and Dollar Shave Club with its viral “Our Blades Are F**cking Great” video.


Speaking of Dollar Shave Club, they used the outcry over Gillette’s campaign to their advantage with this brilliantly-timed tweet:
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