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January 29, 2019

Gillette advert reveals perils of joining social campaigns

The Gillette advert was seen by some as being overly gender stereotypical and it was deemed as offensive to its main consumer – men.

By GlobalData Retail

Since it first aired in mid-January, Gillette’s ‘the best men can be’ advert has been in the firing line for tacking “toxic masculinity”.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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Fueled by the #MeToo movement the term “toxic masculinity” has become a highly-discussed topic over the past year.

Given that brands have become more vocal about political and social issues as a way of strengthening their brand-consumer relationship by aligning their values with those of their targeted consumers, the issue of “toxic masculinity” has been directly addressed by a number of global fast-moving consumer goods (FMCG) brands.

Gillette advert backlash

Nonetheless, sensitive topics tend to be closely scrutinised, which was certainly the case with the launch of Gillette’s controversial new advert.

The centrepiece of the campaign was a short film, of less than two minutes, that updates Gillette’s famous slogan: ‘the best a man can get’ with ‘the best men can be’ while portraying instances of bullying, aggressive behaviour, sexism and sexual harassment.

The advert was seen by some as being overly gender stereotypical and it was deemed as offensive to its main consumer – men.

Taking into account that 45% of men agree that they don’t want to conform to traditional gender stereotypes (see GlobalData’s 2017 Q4 global consumer survey), it is important that brands acknowledge the downside of addressing sensitive social issues and the impact it might have on brand reputation and consumer relations.

Advertising and marketing strategies that attach themselves to social campaigns ought to consider the potential impact their messaging might have if they are to avoid overstepping the ever thin line between resonating and alienating their customers.

I do not want to conform to traditional gender stereotypes, 2017

Source: GlobalData’s 2017 Q4 global consumer survey

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.