Gillette put a spin on its 30-year tagline “The Best a Man Can Get” by releasing the new “The Best Men Can Be” marketing campaign. To address the #MeToo movement, Gillette created a commercial that challenges stereotypes, bullying, and sexual harassment. In a statement issued on their website, the company declared, “Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow.”
The campaign instantly went viral on social media and, surprisingly, received mixed messages. On Gillette’s official YouTube page, the video has received over 17 million views, 457,000 likes, and 883,000 dislikes. Critics are claiming that Gillette’s campaign is giving them “brand whiplash” and feel that the ad makes all men look bad. Some people think Gillette should have looked inward by admitting its role in promoting the very behavior it’s now lecturing men on. Is Gillette completely parting ways with its brand equity built on masculinity and confidence? After all, that is the ideology Gillette has been selling for decades.
In my opinion, no. Gillette is, however, redefining what it means to be masculine and confident. The shaving brand should be applauded for its effort to ignite social change, inclusion, and equality. As part of “The Best Men Can Be” campaign, Gillette will donate $1 million per year for the next three years to non-profit organizations in the U.S. that inspire, educate, and help men of all ages achieve their personal “best” and become role models for the next generation.
What do you think about Gillette’s new marketing campaign?