No matter how one analyzes Gillette’s controversial new campaign “Is this the best a man can get?” it’s fraught with uncertainties. And it most certainly has further divided an already divided country.
First, though, a tip of the hat (or razor) to Gillette’s management for having the courage to double down on its purpose and values. But have they? Or is the campaign a mere ploy or stunt as some detractors claim whose only goal is to drive sales?
I think there are several factors to weigh when analyzing the Gillette campaign:
1) Is alienating a significant percentage of the male shaving market worth the risk of taking a stand and saying the right thing? We asked that very question of 50 CCOs and CMOs we interviewed in a joint research study with the Institute for Public Relations.
One CCO, who managed a global manufacturing company’s marketing spend, echoed the comments of most when he stated, “No matter what you say you WILL alienate a percentage of your stakeholders. I’d much prefer to go on record and double down on our purpose in the wake of a societal crisis than remain silent.”
2) Consistency: Nike’s outstanding campaign featuring Colin Kaepernick won countless awards and witnessed a serious uptick in sales. But, as bold as it was, Nike’s campaign was consistent with its track record (pun intended) of partnering with controversial, outspoken athletes. As a result, the campaign was authentic to the core. Gillette has no such track record and, as the WashPo article indicates, has long profiled macho men in previous campaigns. So, there’s no sense of continuity in my mind. The campaign was a complete 180 for the brand. I think that’s why, when the dust settles, Nike’s post-Kaepernick sales increase will far surpass that of Gillette’s.
3) There but for the grace of god go I. Suppose, just suppose, that Gillette management should be accused of a #MeToo scandal of their own?
That scenario played out in the months following BP’s launch of its “Beyond Petroleum” campaign, extolling their multiple contributions to the environment. Sure enough, a few months later, BP found itself at the epicenter of the Gulf oil spill disaster (and became the butt of endless late night talk show host jokes).
I do hope that, in Gillette’s case, HR has done its due diligence to ensure there aren’t any 15 or 20-year-old harassment claims against the current executive team. If such an event were to unfold, it would be beyond catastrophic and underscores the risks a brand takes when it creates it own societal crisis by taking a stand on a societal crisis.
We live in a brave new world littered with myriad societal minefields ranging from illegal immigration and mass school shootings to environmental roll-backs and, yes, #MeToo scandals.
Taking a stand in the immediate aftermath of a societal crisis is the right thing for a purpose-driven organization to do.
It remains to be seen if Gillette’s gamble to create a crisis within a crisis will play out the way they hope.