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January 23, 2019

Gillette advert campaign is drawing cheers and anger

Gillette is hoping to monetise a deeply controversial issue.

By GlobalData Consumer

The recent outcry following Gillette’s ‘The best a man can be’ advertising campaign was unsurprising for many, with commentators on both sides of the argument engaging in the Twitter diatribes that are becoming all too common.

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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:  
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by GlobalData
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Both sides are, however, in agreement that the campaign is likely to have an impact on the razor brand’s sales due to its brave stance against toxic masculinity/or unwarranted attack on men, depending on one’s viewpoint.

Gillette advert

Or will it? While the campaign has resonated with many men, the focus is certainly on women. With high-profile campaigns last year, such as the #MeToo movement, Gillette is looking here to tap into this energy by engaging these women on issues for which there is much strong feeling.

Given that Gillette is primarily seen as a male-brand, it seems counter-intuitive to target women. But, a look back at Old Spice would disprove this.

Lessons from Old Spice

Old Spice, another male-orientated brand, famously saw huge success with its ‘The Man Your Man Could Smell Like’ campaign. This flew in the face of traditional marketing logic: to markets products to appeal to the end-user.

Given that women, despite being far more likely to be in full-time employment (even compared to 10 years ago), traditionally shoulder a disproportionate share of household duties compared to men, including shopping, Old Spice correctly recognised that the best target for marketing was the buyer and not the end-user.

However, there is a key difference between the Old Spice and the Gillette campaigns. Yes, both are designed to appeal to women, and both presume women are more likely to be the buyer than the male end-user.

Taking a gamble with the public

However, Old Spice employed a feel-good campaign fronted by the now iconic Old Spice guy. Gillette, on the other hand, aims to monetise a deeply controversial issue, with strong feelings on either side.

The risk is of alienating the end-user to the point that the buyer is overruled. Gillette has taken a gamble and other fast moving consumer goods (FMCG) companies will be taking notes on the public response as, after all, anger can be a profitable emotion to tap into.

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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.