(NationalSentinel) Gillette, known for years as a top men’s razor company with the motto, “The Best a Man Can Get,” changed its focus last year with an ad campaign it says was aimed at capturing younger Millennials.

How to do that? Easy; you shame men by calling them misogynists, bigots, racists, bullies, and for good measure, full of ‘toxic masculinity.’

As noted by The Wall Street Journal‘s Alexandra Bruell in January:

Gillette is embracing the #MeToo movement in a new digital ad campaign aimed at men, the latest message from an advertiser attempting to change societal norms…

“This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,” said Pankaj Bhalla, Gillette brand director for North America in an emailed statement.

“We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying ‘Boys Will Be Boys’ is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our ‘best’ together.”



Here’s the ad, in case you’ve forgotten or missed it the first time:

“Now give them your money, you piece of garbage,” wrote PJ Media‘s Jim Treacher at the time, directing his comment to men.

Well, so how did this approach work out?

Not so well if the latest earnings data from Gillette is any indication.

As noted by Douglas Ernst at the Washington Times:

Gillette’s infamous “toxic masculinity” ad may cost Procter & Gamble more than anyone imagined in January.

The year that Gillette launched its “We Believe” campaign and asked “Is this the best a man can get?” has coincided with P&G’s $8 billion non-cash writedown for the shaving giant.

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That’s not going to make shareholders very happy, most likely, but the company isn’t backing down and isn’t taking responsibility. Rather, they are blaming others — Dollar Shave Club and Harry’s razor company, in particular, for under-cutting them, price-wise, and stealing a huge section of the market.

That might have something to do with Gillette’s losses, but don’t discount the fact that blaming the people and gender you’re trying to attract as customers for being lousy human beings responsible for untold numbers of societal problems was likely a major contributor.

Yet, according to Molly Flemming at MarketWeek:

Gillette’s CEO and president, Gary Coombe, says that angering some consumers with its #metoo campaign was a “price worth paying” if it meant the brand could increase its relevance among younger consumers and turn around its falling market share…

Gillette made the decision to launch the campaign in a bid to target the millennial market…

But Coombe admitted Gillette’s strategy hadn’t helped. He explained: “The worst thing during through that period was, we also lost connection with the millennial generation. Gillette quickly became the brand of the millennial generation’s dads.”

Leftists don’t learn lessons when it comes to elevating political and social activism over all things.

  • By Jon Dougherty, The National Sentinel

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