Gillette and #MeToo: A Seismic Shift in Advertising Strategy

Advertising is a critical tool for brands to engage their target audience, create brand awareness, and influence consumer behavior. When Gillette released its #MeToo ad, it sparked a significant debate over the intersection of advertising, feminism, and toxic masculinity. This article explores why Gillette took this risk, the potential ramifications for their brand, and the broader implications for advertising in a socially conscious age.

Understanding Gillette's Advertising

My personal opinion is that the #MeToo ad raises significant concerns and changes the narrative around traditional masculinity. It is a bold move that sends a powerful message about the need for change in societal norms and gender roles. However, it also risks alienating portions of the audience who are deeply attached to traditional masculine norms and symbols.

In an effort to support the #MeToo movement, Gillette created an advertisement that highlights the importance of standing up to bullying and acknowledging past wrongdoings. While the ad portrays positive examples of 'manliness' such as empathy, respect for women, and parental responsibility, it ultimately challenges the 'boys will be boys' mentality that has long been normative in advertising and society.

Advertising Principles and Strategy

Before delving into the risks and benefits of such a bold move, it's essential to revisit some fundamental principles of advertising:

Commerciality: Advertisements primarily aim to sell products or services. Social and political statements are rarely the core focus of an advertising campaign unless they directly relate to brand identity. Target Audience: Understanding who your target audience is crucial. Every ad campaign should aim to engage and connect with them. Avoidance of Negative Publicity: Negative publicity can significantly harm a brand's image and impact sales. However, sometimes it's necessary to take a stand on social issues to strengthen brand loyalty. Customer Segmentation: Brands often have different consumer segments that may have varying opinions on social issues. It's essential to consider these segments and avoid alienating them.

Gillette's Consumer Base

To better understand Gillette's strategy, let's segment their consumer base:

P: Men who support the narrative of feminism, #MeToo, and toxic masculinity. This segment represents a significant proportion of Gillette's male consumer base.

Y: Men who are indifferent to these narratives. This segment forms the largest portion of Gillette's consumer base, approximately 75-80%.

Z: Men who oppose the narrative of feminism, #MeToo, and toxic masculinity. This segment is the smallest, estimated to be around 5-10%.

Additionally, many Gillette products are primarily bought by women, who will also see and appreciate the tone of the ad, supporting gender sensitivity and empathy.

Bold Risks and Potential Rewards

Gillette's #MeToo ad represents a calculated risk, but it aligns with their brand identity and the changing landscape of consumer expectations. Here's why Gillette believes in this strategy:

Risk Factors:

The ad risks alienating a portion of the audience, particularly those who resist social change and economic progress.

It may result in negative publicity if the ad does not resonate or is perceived as insensitive.

Potential Rewards:

The ad can change the brand's image and increase positive sentiment among a younger, more socially conscious segment of the audience.

It can increase brand loyalty and differentiation from competitors who may not take such a bold stance.

Ultimately, Gillette's decision to take a stand on such a sensitive issue demonstrates their willingness to evolve and adapt to the changing values of their consumers. While the ad has faced criticism, it also highlights the increasing importance of brands aligning their messaging with social and ethical issues.

In Conclusion

Adapting to the changing landscape of consumer values and expectations is crucial for brands like Gillette. The #MeToo ad represents a bold and significant shift in advertising strategy, one that will undoubtedly shape the future of marketing. As society continues to evolve, brands must remain flexible and responsive to maintain their relevance and influence.