Alienating large chunks of consumers in favor of the LGBT agenda is the hot trend in corporate marketing nowadays. Very few companies have done this as well as Gillette. The good news is that it hasn’t paid off for them.
Last quarter, their parent company, Procter & Gamble, reported an $8 billion loss related to the Gillette brand. Despite this humiliating loss, however, Gillette CEO Gary Coombe doesn’t care about the money—he’s happy to alienate consumers for the sake of being woke, apparently.
“It was pretty stark. We were losing share, we were losing awareness and penetration, and something had to be done,” Coombe said, according to Breitbart.
He also said that Gillette decided to “take a chance in an emotionally-charged way.”
So, the situation was that Gillette was noticing a decline in sales and brand power so, in an attempt to bolster sales and become relevant again, they took a “chance” by completely rebranding to become the brand of the LGBT movement.
The only problem is, it didn’t actually pay off. Instead of admitting their advertising folly, Coombe has decided to continue pandering to the LGBT community and maintain the appearance of genuine support.
“I don’t enjoy that some people were offended by the film and upset at the brand as a consequence. That’s not nice and goes against every ounce of training I’ve had in this industry over a third of a century,” Coombe explained.
“But I am absolutely of the view now that for the majority of people to fall more deeply in love with today’s brands you have to risk upsetting a small minority and that’s what we’ve done.”
Where to even begin?
First of all, Coombe seems to think it’s somehow necessary to offend consumers with advertising that promotes sexual perversion, gender confusion, and the destruction of traditional ideals and values…to sell razors.
Ads such as the one in which they have attacked traditional masculinity while promoting the #MeToo movement using a series of scenes to portray men and boys sexually harassing and bullying women in the workplace.
Or the more recent video that showcased a young woman, who identifies as a man, shaving for the first time with her dad emotionally looking on with pride in a blatant promotion of gender dysphoria as a lifestyle.
Or their ladies’ products campaign which trashed traditional feminine beauty by choosing to use obese models (as if being obese is a healthy lifestyle decision) and “transgender” models instead of actual women. All of these advertising efforts only serve to alienate the very consumers whose dollars they are competing for.
Gillette seems to believe it’s necessary to be ideologically biased and politically active. The truth is, they would be much more successful if they simply sold razors and left the ideology and politics out of it, as is evidenced by their $8 billion loss.
It’s comical, to say the least, that a CEO would have his head so entrenched in the sand of the LGBT movement that he’s willing to sacrifice brand integrity and sales. What is the purpose of a CEO if he isn’t even driven by sales?
He claims that it’s totally worth offending a few in the “small minority” to get “the majority of people to fall more deeply in love” with their brand. Does an $8 billion loss seem to convey that consumers are “falling more deeply in love” with Gillette? Does that seem to represent a “small minority” of consumers? It sure sounds like Coombe is in denial of the reality of the situation here and has backed himself into a corner.
Now, if he were to revert back to a traditional advertising message, the LGBT mob would be in an outrage and that is a scary thing for a CEO in today’s America. The sales would support the advertising change but is it worth upsetting the actual minority in America? Nay! At least not from a socially enlightened standpoint, which is what drives success in the business world, right? Gillette seems to think so, and despite the fact that their bottom line doesn’t agree, they are staying woke and sticking to the message. Profitability notwithstanding.
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