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In January Proctor & Gamble decided to run Gillette razor ads trashing men as violent stalkers and abusers in a disgusting ad campaign.
The company felt the best way to promote their product was to attack their customer base.
Masculinity - Ad - Sexist - Males - United
The toxic masculinity ad highlighted sexist and bullying white males in the United States.
Of the 43 abusive males in the ad – 42 were white. 7 of the 8 hero men in the ad were black.
Ad - Users - Product
The ad did not do so well. Many users promised to avoid the product.
The company followed that ad up with a father teaching his trans son how to shave for the first time.
Wokeness - Gillette - P - G
All that wokeness did not pay off for Gillette and P&G.
Gillette lost $8 BILLION in the second quarter.
Ad - Campaign - Gillette - Market - Share
After this shockingly disgusting ad campaign Gillette is hoping to regain its market share with a more positive message.
They decided that labeling their customers as sexist pigs may not have been the best strategy.
News - Comau
Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash.
January - Gillette
…In January, Gillette...
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