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Gillette’s newest advert isn’t about shaving

18th January 2019

Since introducing the tagline “The Best A Man Can Get,” 30 years ago, Gillette is reinventing what it means for men to be their best, in a new advert that has divided the internet.

Gillette, the ‘World’s Biggest Marketer to Men’ has sparked a debate online after it released a short film that focusses on ‘Toxic Masculinity’ and other issues in light of the #MeToo movement. If you haven’t seen the ad yet, here it is:

Reactions to the video are divided on social media – some users have offered praise and support for the brand for their stance, while others have threatened to boycott it altogether.

Interestingly, many marketing experts have claimed that Gillette’s newest advert isn’t made to appeal to Men, but for Women, who, statistically are the ones that buy hygiene related products for households. This view has been backed by the advert’s view count on different social media channels. On YouTube, which is predominately a male-dominated platform, the video is being perceived more negatively than on Facebook, which has more female users than male.

Gary Coombe, president of P&G Global Grooming, the organisation behind Gillette, said: “By holding each other accountable, eliminating excuses for bad behaviour, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.” 

As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation. 

This isn’t the first time P&G has incorporated controversial issues into their marketing strategies, the company were applauded for their Always “Like a Girl” and Pantene’s “Strong is Beautiful” campaign.

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