Having gone as far as they can with adding more blades and everything else that actually has to do with the products themselves, Gillette is going with the 2019 version of "it's toasted".
It's probably more than a gamble than toasted tobacco. This campaign then equates to "it's social justice." Well, not a majority of people are down with jsw. The gamble is that they'll have the social justice edge on their competitors. Maybe it'll work. But it seems to be driving many people to Schick.
I don't completely buy that it's all just marketing. If it were just marketing, why be divisive? Surely they knew this would be divisive. And if not, fair enough. That would explain the decision I suppose. But if they didn't know, oh jeez what horrible market research they did. They had to know. And if they did know, they could have tweaked the ad to make it more inclusive of everyone's position. The problems most people seemed to have with it boil down to 3.
- It's too preachy.
- It does not respect the individual choices of most men to be good people. The ad implies a much greater portion of men who are the problem.
- It wrongfully identifies masculinity as the problem.
All of these things could have been removed for a message which still virtue-signals to the millennials without alienating the sane people.
Maybe virtue-signaling will bring in more than it loses. So it's a gamble.