College of San Mateo Gillette Razors Advertising Campaign Discussion Gillette razors ( Procter & Gamble) latest advertising campaign has been controversial

College of San Mateo Gillette Razors Advertising Campaign Discussion Gillette razors ( Procter & Gamble) latest advertising campaign has been controversial to say the least. Since the commercial’s debut, some have voiced their support for its rebuke of the “boys will be boys” mentality.

http://time.com/5503156/gillette-razors-toxic-masculinity/

June 2019 Update to the original campaign. June 2019 Update

https://www.marketingdive.com/news/gillette-extends-mybestself-push-with-video-of-transgender-teens-first-sh/555623/

What is your opinion about the campaign? What was the campaign trying to do and did it “speak” to the target audience it was directed at?

Then make comments on two discussions with a short paragraph(75-100words). Gillette razors ( Procter & Gamble) latest advertising campaign has been controversial to say the least.
Since the commercial’s debut, some have voiced their support for its rebuke of the “boys will be boys”
mentality.
http://time.com/5503156/gillette-razors-toxic-masculinity/
June 2019 Update to the original campaign. June 2019 Update
https://www.marketingdive.com/news/gillette-extends-mybestself-push-with-video-oftransgender-teens-first-sh/555623/
What is your opinion about the campaign? What was the campaign trying to do and did it
“speak” to the target audience it was directed at?
This is very similar to the DOVE campaign that has been very successful for Unilever.
Make comments on each discussion?
1.
In my opinion, the marketing team at Gillette can dispose Gillette’s old image and brand a new
image.
When people usually think of Gillette, they will describe Gillette by connecting it with masculinity.
As a reflection of this image, the past Gillette’s advertisements targeted only men. They
recruited popular male models that were sports stars which emphasized the masculinity and to
target the needs of men.
Gillette’s recent campaign was different from past advertisements. The current advertising
campaign highlighted the masculinity’s dark sides and left a message to men that they needed
to change. As a result, some people rebuked of this advertising campaign because the
campaign denoted the masculinity is a bad thing, even, it may suggest that men are bad.
However, I think describing the negative aspects of masculinity in this campaign is a process to
represent the changing perceptions about masculinity. People no longer celebrate the
masculinity that is shown in this negative advertising campaign. People pursue a new
characteristic of masculinity and want a change in men. I think Gillette, which was regarded as a
symbol of the men’s possessions, perceived this changing trend in society and was trying to
break their old image that was covered in the old concept of masculinity. Thus, the purpose of
this campaign was to emphasize the weakness and problems of masculinity from the past and
to make people realize what is better masculinity which matches with the current society.
As a result, this campaign will give a new image to “Gillette” and will attract consumers. For
example, this campaign will appeal to not only men but also women. As we discussed in the
article last week, “the 10 demographic trends that are shaping the U.S. and the world”, the
traditional gender role is going away and the society is changing. Therefore, if women sees this
campaign, they will have an interest in this company by sympathizing with it. They will be more
likely to encourage their husband, son, or friends to use the Gillette. This campaign will attract
more consumers by showing that the company is siding with the current trend, which is to break
away from the old masculinity stereotype. And in my opinion, it will connect to an increase in
sales as well as the profits.
Currently, people do not buy the product but buy the values. That is, when consumers try to buy
the products, they consider not only the functions of the products but also the company of
products. Therefore, it is important to the company that they keep following the change
in consumer behavior.
2.
Even though Gillette and has brought about a lot of controversies, I would say that it was a well
thought of and is aimed at the current social issues that affect society. In my opinion, I would
say it spoke in volume to the audience and this is the same reason why there is so much debate
about it. This is not only an advertisement about men and boys, but it’s also an advertisement
about power, about gender arrangements, and about the ways, we can actually change these
arrangements.
What Gillette did is in line with what has been discussed in the topic which is about
understanding consumer behaviors. One of the ways marketers do this is by understanding their
target consumer’s culture. In this case, Gillette acknowledges that men have had a certain
culture that encourages bad behaviors like sexual harassment and this is a culture that needs to
change. This was a very emotional message that they were sending that men or generally the
society which is bringing up future men need to change this trend and be identified with more
decent characters. The company was basically putting forth values that it would like to be
identified with. However, it missed one point, it delivered the message in a bizarre fashion. Their
‘why’, came much later, almost at the end of the advert which I believe is what should have
come first as this is what drives what, when and how. They should have spoken about what they
value (they believe that men should have good conducts) before telling them what they should
do. They basically told men that they are bad and obviously no one can buy something after
been told how bad they are.

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