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"Your stupid boycotts will never make a dent in a company like P&G," one liberal scoffed back in January. Turns out, they didn't just make a dent. After a string of male-bashing, transgender shaving ads, the parent company of Gillette got nicked so badly, market experts wonder if the brand will survive. Gillette's CEO insists the radical activism was "worth the price." Let's hope so -- because so far, that price is a whopping $8 billion dollars.
To most customers, a razor company dabbling in gender politics never made sense in the first place. Gillette used to be "the best a man can get." Now the company can't even acknowledge what a man actually is! Things for the brand started to unravel earlier this year when P&G gave the green light to a controversial commercial about the culture's "toxic masculinity." The idea, CEO Gary Coombe said at the time, was to reach millennials. Weeks into the flop, even he admitted it backfired.
Messages - Gillette - Dug - Deeper - Father
But instead of ditching its politically-charged messages, Gillette dug in deeper. On Father's Day, the company finally went too far, launching an ad about a dad teaching his "son" -- who happens to be a biological girl -- how to shave. That did it. Conservative groups like One Million Moms activated, warning customers that unless they wanted their money to support an ideology Pediatricians call "child abuse," they'd better find another razor.
Based on this quarter's report, an astonishing number of Americans did. "P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash writedown of Gillette. For the same period last year," Reuters explains, "P&G's net income was $1.89 billion, or 72 cents per share." At least for now, the company's executives are refusing to blame...
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The beatings will continue until moral improves.