Has Procter & Gamble joined the Brand Activism bandwagon? Gillette’s latest ad campaign is turning heads with its “woke” message:
What we see here is an appeal to the “better angels of our nature” :
Gillette has included a pledge to donate $1 million annually (for the next 3 years) to a nonprofit devoted to helping men “achieve their personal ‘best'” The first recipient of this beneficence is the Boys and Girls Club of America.
Predictably, there’s been a backlash.
The naysayers will be looking at the numbers. Will this lead to increased sales? And that, friends, is also “toxic masculinity.”
[h/t to Hazel Henderson]
UPDATE – See also: Right Message, Wrong Brand – You can’t just tack on a brand purpose to a product-driven brand and hope it works!