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It’s a mistake to assume the @Gillette ad was a misfire aimed only at men. Here’s why. (thread)
1. Marketing campaigns for major brands are usually not so simplistically targeted as “all men” (or “all women”). Different segments of the population are targeted in different ways…
1. Marketing campaigns for major brands are usually not so simplistically targeted as “all men” (or “all women”). Different segments of the population are targeted in different ways…
2. While men still earn the majority of money, women still spend the majority of money. Women not only buy Gillette products for themselves, many also buy health & beauty items for their male partner. And even when women aren’t making the purchase, they are still influencers…
3. Feminists who see Gillette as charging a “pink tax” have been a detractor of the brand for years. This ad seems to have the effect of placating this very audience. The exact same people criticizing Gillette are now praising it. This isn’t just a happy accident…
4. Listen to how Gillette has responded to criticism of the ad, with what sounds like rehearsed talking points and key words such as “intersectionality”. They knew this would be controversial. And it sounds like they know who they are trying to reach…
5. Lastly, no press is bad press. There is no tweet-storm about Schick razors. Gillette will undoubtably lose some customers over this. But how many new ones will they pick up? And what is their age and demographic? I guarantee all of this has been considered in advance.
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