Gillette’s 19% Sales Drop
Introduction / Executive Summary
In January 2019, Gillette launched its ‘The Best Men Can Be’ campaign, which sparked widespread controversy and resulted in a 19% drop in sales. The campaign, aimed at redefining masculinity, was met with both praise and criticism, highlighting the challenges of navigating complex social issues in advertising. Gillette’s marketing strategy, which has traditionally focused on highlighting the quality and performance of its products, was put to the test as the company attempted to take a stand on a sensitive topic.
Company & Industry Background
Gillette, a subsidiary of Procter & Gamble, is a leading manufacturer of personal care products, including razors, shaving cream, and deodorant. The company has a long history of innovative marketing, having introduced the concept of disposable razors and pioneered the use of celebrity endorsements. However, the men’s grooming industry has become increasingly competitive in recent years, with the rise of direct-to-consumer brands such as Dollar Shave Club and Harry’s. Gillette has faced significant pressure to adapt to changing consumer preferences and maintain its market share.
The Business Challenge
The ‘Best Men Can Be’ campaign was launched in response to the #MeToo movement and the growing conversation around toxic masculinity. The ad, which featured a montage of men engaging in behaviors such as bullying and catcalling, was intended to promote a more positive and inclusive definition of masculinity. However, the campaign was met with significant backlash, with many viewers criticizing the company for lecturing them on social issues and others accusing the brand of pandering to liberal ideologies. Gillette faced a difficult challenge in navigating this complex and sensitive topic, as the company sought to balance its desire to promote social responsibility with the need to protect its brand reputation and maintain customer loyalty.
Analysis
SWOT Analysis
A SWOT analysis of Gillette’s ‘Best Men Can Be’ campaign reveals both strengths and weaknesses. On the one hand, the campaign generated significant buzz and attention, with many praising the company for taking a stand on a sensitive topic. However, the backlash against the campaign also highlights the risks of alienating customers who disagree with the company’s stance. A SWOT analysis of the campaign might look like this:
| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| Generated significant buzz and attention | Alienated some customers who disagreed with the company’s stance | Opportunity to promote a more positive and inclusive definition of masculinity | Backlash against the campaign could damage the brand’s reputation |
PESTEL Analysis
A PESTEL analysis of the ‘Best Men Can Be’ campaign highlights the complex and rapidly changing social and cultural landscape in which the company operates. The #MeToo movement and the growing conversation around toxic masculinity have created a cultural shift, with many consumers increasingly expecting companies to take a stand on social issues. However, this shift also creates risks, as companies that fail to navigate these issues effectively may face backlash and damage to their brand reputation.
Strategic Options Considered
Gillette considered several strategic options in response to the backlash against the ‘Best Men Can Be’ campaign. One option was to pull the ad and distance the company from the controversy. Another option was to double down on the campaign, emphasizing the company’s commitment to promoting a more positive and inclusive definition of masculinity. A third option was to pivot the campaign, focusing on more traditional marketing messages that emphasize the quality and performance of the company’s products.
What the Company Actually Did / Outcome
Gillette ultimately decided to stand by the ‘Best Men Can Be’ campaign, emphasizing the company’s commitment to promoting a more positive and inclusive definition of masculinity. The company also launched a series of follow-up ads that focused on more traditional marketing messages, highlighting the quality and performance of its products. However, the damage had already been done, and the company faced a significant decline in sales. The 19% drop in sales was a major setback for the company, and highlighted the risks of navigating complex social issues in advertising.
Key Takeaways for MBA Students
- Gillette’s ‘Best Men Can Be’ campaign highlights the challenges of navigating complex social issues in advertising.
- Companies must carefully consider the potential risks and benefits of taking a stand on sensitive topics.
- A strong brand reputation and customer loyalty are critical in navigating controversy and backlash.
- Companies must be prepared to adapt and pivot in response to changing consumer preferences and cultural shifts.
- A thorough analysis of the company’s strengths, weaknesses, opportunities, and threats is essential in developing an effective marketing strategy.
Discussion Questions
- What were the key factors that contributed to the backlash against Gillette’s ‘Best Men Can Be’ campaign?
- How could Gillette have mitigated the risks associated with the campaign?
- What are the implications of the campaign for Gillette’s brand reputation and customer loyalty?
- How can companies balance the need to promote social responsibility with the need to protect their brand reputation and maintain customer loyalty?