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Gillette reduced toxic masculinity with her latest ad – and created the cornerstone of social media in the process.
Hundreds of commentators gathered on the Twitter and Youtube pages to announce the outrage at the advertising message calling on men to purify the masculinity of sexism and violence in the #MeToo era.
Gillette seems to have pulled the tip of the razor with this ad. Similar blemishes from brands like Just For Men, Ax and Schick plundered the razors and suppressed male expectations without much controversy.
This is not the only time Gillette has gone and started talks on sex and advertising – in 2017, the razor manufacturer accidentally sent "Welcome to Manhood" packages to women consumers. And this is also not the first time that the majority of male consumer contenders have gone to social media to collectively squeeze out the brand to challenge the ideas of masculinity.
Take a men's clothing company in Bonobos. The company released an advertisement that showed men who questioned what it meant to be masculine.
Given the tone of most chips, many consumers weren't moved:
What does it mean for companies selling men's products? Or challenge the traditional masculine benefits you respect in the #MeToo era, or simply alienate buyers?
George Belch, President of San Diego State University Marketing Department, reviewed the ad. He said that when it comes to ads on sensitive political or social issues, such as #MeToo, it is all about "careful" and the acquisition of enforcement rights. Belch said that Gillette's recent efforts were well done and added that it is possible that the comments attacked by a person may be greater than the #MeToo movement.
"I read the criticism," said Belch. "There really was no really strong argument from anyone about why they were offended. Maybe it tells a little about the nature of the person it has offended."
It is too early to say, either, but it is impossible for such advertising to block your responses and comment on sections on social media. But, according to Belch, Proctor and Gambles – Gillette's parent company, there have been advertisements targeted at social comments.
He mentioned the "Always" campaign for 2015, for example, a girl who criticized gender stereotypes.
"It was a very well-received campaign," said Belch. "It got honors. It was very, very effective.
Belch added that while advertising may have alienated some male customers, Gillette may have a silver lining.
"This messaging can also resonate with women," said Belch.
Check out the Gillette ad:
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