Gillette Reveals a Marketing Strategy That Refutes Its Own Previous Branding
In much of the brand messaging taking on societal issues, marketers were establishing positions that had been absent before. In Gillette’s new marketing strategy, its viral commercial that takes on “toxic masculinity” is actually a mea culpa for its own previous branding.
That message is not just making Gillette relevant again to consumers who had migrated to direct brands, like Harry’s Razor Club, but is angering the brand’s original base that had identified with its “Gillette, the Best a Man Can Get” concept. Once accepted societal norms hadn’t been viewed as taking a side on a societal issue. But after the #metoo movement revealed what those accepted beliefs did to society, suddenly Gillette had a way of differentiating its brand in a marketplace where direct brands were pulling away market share due to their offers of better convenience and price.