Now does that sound like a CEO who's speaking about an advertising campaign that was a success?Gillette CEO Gary Coombe said he does not regret his company's controversial marketing campaign targeted at the #MeToo movement even though the company has taken an $8 billion hit.
Coombe called it a "price worth paying" in a Monday interview with Marketing Week. Procter & Gamble, the parent company of Gillette, announced Tuesday they had taken over $5 billion in losses for the quarter, after Gillette had an $8 billion noncash writedown. P&G led by Gillette has seen its market share for razors fall over the last three years.
Coombe admitted #MeToo ad the company put out in January was a ploy to capture market share among millennials, a space in which they were losing market share to Harry's and Dollar Shave Club.
In January, Gillette ran the short film "We Believe: The Best Men Can Be" which took on "toxic masculinity" and the #MeToo movement. Some criticized the ad for "virtue signaling" and making broad generalizations about male behavior. In May, Gillette also ran an ad depicting a man teaching his transgender son how to shave for the first time.
"It was pretty stark: we were losing share, we were losing awareness and penetration, and something had to be done," he said, adding they decided to "take a chance in an emotionally-charged way."
Coombe admitted the work ended up to be more controversial with more "intense" backlash then he originally anticipated but said it was "less provocative" than other versions they had created.
Yeah, and they actually did better post-ad. lol.
Just ignore the massive hit that happened around January. I'm sure it was totally idiopathic.Yeah, and they actually did better post-ad. lol.
The one that started in November (2 months before the ad) and was where it was for most of '17 and '18? Yeah, that totally helps your case.Just ignore the massive hit that happened around January. I'm sure it was totally idiopathic.
That one that lives in his mind and conforms to his narrative, as usual.Which hit?
Since there is a data point in November, and then again somewhere in January, with nothing inbetween, it totally does help my case.
At least I don't think share price has anything to do with sales.That one that lives in his mind and conforms to his narrative, as usual.
The article from the tweet
Don't just link drop son