Gillette’s New ‘Best Men Can Be’ Ad Goes Viral, Drawing Mixed Praise, Boycott Threats
Gillette’s polarizing new video, which challenges men to “do more” to address behavior broadly painted as toxic masculinity, has elicited fervid reactions from all corners of the Internet. Whether the P&G brand’s boldness pays off remains to be seen, but it adds fuel to a growing debate: Should brands insert themselves into today’s highly politicized climate, and can they afford not to?
You may also be interested in...
Beauty Strategy Group’s top execs discuss today’s hypersensitive climate, the ephemerality of outrage online, and the importance of separating social media controversy from consumer and business realities.
Olay skin care ad during Super Bowl with actress Sarah Michelle Geller could usher in era of for women’s products during the event. Marketing experts say as advertisers look to identify more with women’s issues and take on political or social bents, they should tie brands with messaging that is straightforward.
The public response to CVS’ Beauty Mark program, which promotes advertising images that are not digitally altered and requires disclosures on those that are, has been highly favorable overall. But if you give the social media rabble an inch, they’re going to want a mile.