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How Gillet promote positive behavior with Gillette's "The Best Men Can Be" Campaign

Gillette's "The Best Men Can Be" Campaign

The “The Best Men Can Be” campaign by Gillette, launched in January 2019, aimed to address issues of toxic masculinity and promote positive behaviors among men. The campaign generated significant controversy and sparked widespread discussion.

The advertisement begins with scenes depicting toxic behaviors commonly associated with masculinity, such as bullying, sexual harassment, and the “boys will be boys” attitude. It then transitions to scenes highlighting positive behaviors, such as men intervening to stop harassment, teaching boys to respect others, and promoting positive role modeling.

Throughout the video, the narrator challenges the notion of “boys will be boys” and encourages men to hold themselves and others accountable for their actions. The ad concludes with the tagline, “The best a man can get,” which is a play on Gillette’s longstanding slogan, “The best a man can get.”

Gillette's "The Best Men Can Be" Campaign​

The campaign sparked both praise and criticism. Supporters praised Gillette for addressing important social issues and encouraging positive masculinity. Critics, however, argued that the ad was overly preachy and accused Gillette of alienating its customer base by taking a political stance.

Despite the controversy, the campaign succeeded in sparking a broader conversation about masculinity and the role of men in promoting positive behavior and social change. It also signaled a shift in how brands engage with social issues, with more companies taking a stance on topics such as gender equality, diversity, and inclusion.

Background

Gillette, a renowned brand synonymous with men’s grooming products, has long been a stalwart in the industry. Established in 1901 by King C. Gillette, the company revolutionized the shaving industry with the invention of the safety razor, offering men a safer and more convenient alternative to traditional straight razors. Over the decades, Gillette expanded its product line to include shaving creams, aftershaves, and other grooming essentials, solidifying its position as a market leader.

However, by the turn of the 21st century, Gillette found itself facing new challenges amidst shifting societal attitudes and cultural dynamics. Traditional notions of masculinity were being reexamined, with increasing emphasis placed on issues of gender equality, diversity, and inclusivity. Concurrently, movements such as #MeToo shed light on the prevalence of sexual harassment and toxic behaviors, prompting widespread discussions about masculinity and accountability.

 

In this evolving landscape, Gillette recognized the need to adapt its brand image and marketing strategies to resonate with modern consumers. The company aimed to transcend its traditional role as a purveyor of grooming products and position itself as a socially responsible entity that stood for more than just shaving.

 

Against this backdrop, Gillette embarked on the ambitious “The Best Men Can Be” campaign in January 2019. This campaign represented a departure from Gillette’s conventional advertising approach, which typically focused on promoting its products with themes of masculinity and strength. Instead, “The Best Men Can Be” sought to address pressing social issues, including toxic masculinity, bullying, and sexual harassment, through poignant storytelling and thoughtprovoking messaging.

 

The campaign’s launch marked a significant moment for Gillette, signaling its commitment to engaging with consumers on a deeper, more meaningful level. By confronting sensitive topics headon and challenging traditional stereotypes of masculinity, Gillette aimed to spark conversations, provoke introspection, and inspire positive change within society.

 

In the subsequent sections, we delve deeper into the motivations behind the campaign, the research and strategy underpinning its execution, the impact it had on consumers and society, and the broader implications for both Gillette and the marketing industry as a whole. Through a comprehensive analysis of “The Best Men Can Be” campaign, we gain insights into the evolving role of brands in addressing social issues and shaping cultural narratives in the 21st century.

 

Problem statement why the campaign was launched

The “The Best Men Can Be” campaign by Gillette was launched in response to a pressing societal issue: toxic masculinity. Toxic masculinity refers to a set of cultural norms and behaviors associated with traditional masculinity that can be harmful to both men and society at large. These behaviors often include aggression, dominance, and the suppression of emotions, leading to issues such as bullying, sexual harassment, and violence.

 

As society became increasingly aware of the negative consequences of toxic masculinity, sparked in part by movements like #MeToo, there was a growing demand for change. Gillette recognized this cultural shift and saw an opportunity to leverage its brand platform to address these issues directly.

 

The problem statement behind the campaign’s launch can be summarized as follows:

 

  1. Addressing Harmful Behaviors: Toxic masculinity perpetuates harmful behaviors such as bullying, sexual harassment, and violence, which have significant societal consequences. By launching the campaign, Gillette aimed to confront these behaviors headon and encourage positive change.
  1. Challenging Gender Stereotypes: Traditional notions of masculinity often impose rigid gender roles and stereotypes, limiting individual expression and contributing to inequality. Gillette sought to challenge these stereotypes and promote a more inclusive and equitable understanding of masculinity.
  1. Brand Relevance and Social Responsibility: As consumer preferences evolved, there was a growing expectation for brands to demonstrate social responsibility and engage with important social issues. By launching the campaign, Gillette aimed to align its brand values with those of its target audience and demonstrate its commitment to making a positive impact beyond just selling products.
  1. Market Differentiation and Brand Image: In a crowded market, brands must find ways to differentiate themselves and connect with consumers on a deeper level. By taking a bold stance on a divisive issue, Gillette sought to distinguish itself from competitors and redefine its brand image as one that stood for more than just grooming products.

In essence, the problem statement driving the launch of the “The Best Men Can Be” campaign was the need to address toxic masculinity, challenge outdated gender stereotypes, demonstrate social responsibility, and differentiate the Gillette brand in a rapidly evolving cultural landscape. By tackling these issues headon, Gillette aimed to spark meaningful conversations, inspire positive change, and reaffirm its position as a leader in the grooming industry.

 

campaign objectives

The “The Best Men Can Be” campaign by Gillette was driven by several key objectives, reflecting both societal concerns and strategic brand goals. These objectives guided the development and execution of the campaign, shaping its messaging, target audience, and desired outcomes. The campaign objectives can be outlined as follows:

 

  1. Raise Awareness of Toxic Masculinity: One of the primary objectives of the campaign was to raise awareness of toxic masculinity and its negative impact on individuals and society. By highlighting instances of bullying, sexual harassment, and other harmful behaviors, Gillette aimed to start a conversation about the need for change and encourage individuals to reflect on their own attitudes and behaviors.
  1. Promote Positive Masculinity: In addition to addressing toxic masculinity, the campaign sought to promote a more positive and inclusive understanding of masculinity. Gillette aimed to showcase examples of men behaving in respectful, empathetic, and responsible ways, challenging traditional stereotypes and encouraging viewers to aspire to these positive traits.
  1. Empower Consumer Action: Beyond raising awareness, the campaign aimed to empower consumers to take action in their own lives and communities. Whether through small acts of kindness, intervention in instances of bullying or harassment, or broader advocacy for gender equality, Gillette encouraged viewers to become agents of positive change.
  1. Reposition the Gillette Brand: Strategically, the campaign aimed to reposition the Gillette brand as a champion of social progress and positive masculinity. By aligning itself with important social issues and demonstrating a commitment to social responsibility, Gillette sought to strengthen its connection with consumers and differentiate itself from competitors.
  1. Drive Engagement and Conversation: As with any successful marketing campaign, Gillette aimed to drive engagement and spark meaningful conversations among its target audience. By creating a thoughtprovoking ad that resonated emotionally with viewers, the campaign sought to generate buzz both online and offline, amplifying its impact and reach.
  1. Impact Consumer Perception and Behavior: Ultimately, the campaign aimed to impact consumer perception and behavior, both in the short term and the long term. Gillette sought to not only change how consumers viewed the brand but also to inspire tangible changes in attitudes and actions related to masculinity, respect, and social responsibility.

By setting these objectives, Gillette aimed to create a campaign that went beyond simply selling products and instead sought to make a meaningful impact on society. Through a combination of powerful storytelling, strategic messaging, and a commitment to social change, “The Best Men Can Be” campaign aimed to inspire individuals to strive for a better, more inclusive future, while simultaneously strengthening Gillette’s brand image and relevance in the marketplace.

 

Marketing Research: 

Gillette’s “The Best Men Can Be” campaign was underpinned by thorough marketing research aimed at understanding shifting societal attitudes towards masculinity, social responsibility, and brand perception. The research encompassed various methodologies to gather insights into consumer sentiments, preferences, and behaviors, guiding the development and execution of the campaign. The key components of the marketing research conducted by Gillette can be outlined as follows:

 

  1. Trend Analysis and Cultural Observations: Gillette likely began its research by conducting a comprehensive analysis of cultural trends, societal movements, and prevailing attitudes towards masculinity. This involved monitoring social media conversations, media coverage, and academic research to identify emerging topics and issues relevant to the campaign’s objectives.
  1. Consumer Surveys and Focus Groups: To gain deeper insights into consumer perceptions and attitudes, Gillette likely conducted surveys and focus groups with its target audience. These research methods allowed the company to gather qualitative and quantitative data on topics such as masculinity, gender equality, and social responsibility, providing valuable insights into consumer motivations and preferences.
  1. Competitive Analysis: Gillette would have also analyzed competitors’ marketing strategies and brand positioning to identify gaps and opportunities in the marketplace. By understanding how other brands were addressing similar issues or positioning themselves in relation to masculinity, Gillette could better differentiate its own campaign and messaging.
  1. Psychological Profiling and Buyer Behavior Analysis: Understanding the psychological drivers behind consumer behavior was crucial for Gillette in shaping its campaign strategy. The company likely conducted psychological profiling studies to identify key motivations, values, and triggers that influenced consumer attitudes towards masculinity and grooming products.
  1. Ethnographic Research: Gillette may have also engaged in ethnographic research, observing consumer behavior in realworld settings to gain a deeper understanding of how individuals interacted with grooming products and perceived masculinity in their daily lives. This qualitative research provided valuable context and insights that informed the development of the campaign’s messaging and creative elements.
  1. Data Analytics and Social Listening: In the digital age, data analytics and social listening tools play a crucial role in understanding consumer sentiment and engagement. Gillette would have leveraged these tools to analyze online conversations, monitor campaign performance, and identify key influencers or advocates who could amplify the campaign’s message.

Overall, Gillette’s marketing research efforts were comprehensive and multifaceted, encompassing a range of methodologies to gain insights into consumer attitudes towards masculinity, social responsibility, and brand perception. By drawing on these insights, Gillette was able to develop a campaign that resonated with its target audience, sparked meaningful conversations, and ultimately reinforced its position as a socially responsible brand committed to positive change.

 

Marketing Strategy:

Gillette’s marketing strategy for the “The Best Men Can Be” campaign was multifaceted, leveraging a combination of storytelling, emotional resonance, and social responsibility to connect with consumers on a deeper level. The strategy was designed to position Gillette as a brand that not only provided grooming products but also advocated for positive social change, particularly in addressing issues related to toxic masculinity and promoting a more inclusive understanding of masculinity. The key components of Gillette’s marketing strategy can be outlined as follows:

 

  1. Brand Repositioning: Central to the campaign strategy was a repositioning of the Gillette brand to align with evolving societal values and consumer expectations. Rather than solely focusing on product features and benefits, Gillette sought to position itself as a brand that stood for something more meaningful—namely, promoting positive masculinity and social responsibility.
  1. Emotional Storytelling: Gillette employed emotional storytelling as a key strategy to resonate with consumers and provoke thought and reflection. The campaign’s powerful short film depicted a series of vignettes illustrating instances of toxic masculinity and the importance of intervention and positive role modeling. By tapping into viewers’ emotions, Gillette aimed to create a memorable and impactful message that would spark conversations and drive engagement.
  1. Social Media Engagement: Recognizing the power of social media as a platform for amplifying messages and facilitating dialogue, Gillette engaged actively with consumers on platforms such as YouTube, Facebook, and Twitter. The company encouraged viewers to share their thoughts and reactions to the campaign, fostering a sense of community and solidarity around the message of promoting positive masculinity.
  1. Celebrity and Influencer Partnerships: Gillette collaborated with celebrities and influencers who shared the campaign’s values and could help amplify its message to a wider audience. By partnering with influential figures who were respected and admired by their followers, Gillette was able to extend the reach and impact of the campaign beyond its core audience.
  1. Integrated Marketing Communications: The campaign was supported by a comprehensive integrated marketing communications strategy, encompassing digital advertising, television commercials, print media, and public relations efforts. This ensured that the message reached consumers across multiple touchpoints, reinforcing brand awareness and driving engagement.
  1. Call to Action: Importantly, the campaign included a clear call to action, urging viewers to reflect on their own behaviors and take steps to promote positive masculinity in their own lives and communities. By empowering consumers to be agents of change, Gillette sought to translate awareness into tangible action and impact.

Overall, Gillette’s marketing strategy for the “The Best Men Can Be” campaign was characterized by its boldness, authenticity, and commitment to addressing important social issues. By leveraging emotional storytelling, engaging with consumers on social media, and partnering with influencers, Gillette successfully positioned itself as a brand that not only provided grooming products but also advocated for positive social change—a strategy that resonated with consumers and reinforced its relevance in the marketplace.

Buyer Persona:

To effectively target its audience for the “The Best Men Can Be” campaign, Gillette developed detailed buyer personas representing the characteristics, values, and behaviors of its ideal consumers. These personas provided a framework for understanding the needs, preferences, and motivations of the target audience, allowing Gillette to tailor its messaging and marketing efforts accordingly. The buyer persona for the campaign can be described as follows:

 

  1. Name: John
  1. Demographics:

    Age: 2540 years old

    Gender: Male

    Occupation: Professional in a whitecollar job (e.g., manager, consultant, engineer)

    Income: Middle to uppermiddle class

    Education: Collegeeducated

 

  1. Psychographics:

    Values: John values integrity, empathy, and respect. He believes in treating others with kindness and fairness.

    Lifestyle: John leads a busy lifestyle, balancing career demands with personal interests and relationships. He values selfcare and grooming as part of his daily routine.

    Attitudes: John is socially conscious and cares about making a positive impact in the world. He is openminded and receptive to progressive ideas and social change.

    Media Consumption: John consumes a mix of traditional and digital media, including television, online news outlets, social media platforms (e.g., Facebook, Twitter), and podcasts. He is active on social media and engages with content that aligns with his values and interests.

 

  1. Behaviors:

    Purchasing Behavior: John is willing to invest in quality grooming products that align with his values and lifestyle. He values brands that demonstrate social responsibility and authenticity.

    Social Behavior: John is active in his community and social circles, participating in events and discussions related to social issues and personal development.

    Online Behavior: John seeks out content that informs and inspires him, including articles, videos, and podcasts related to masculinity, personal growth, and social justice.

 

  1. Goals and Challenges:

    Goal: John seeks to live a meaningful and fulfilling life, characterized by personal growth, positive relationships, and making a difference in the world.

    Challenge: John faces societal pressures and expectations related to traditional masculinity, navigating conflicting messages about what it means to be a man in today’s world.

 

  1. Key Message: The key message for John is that by embracing positive masculinity and challenging harmful stereotypes, he can contribute to a more inclusive and equitable society while being the best version of himself.

By developing this buyer persona, Gillette gained a deeper understanding of its target audience for the campaign, allowing the company to create messaging and content that resonated with John’s values, aspirations, and challenges. Through empathetic storytelling and a call to action for positive change, Gillette successfully engaged with consumers like John and inspired them to join the conversation about redefining masculinity in the 21st century.

 

Marketing Funnel

The marketing funnel for Gillette’s “The Best Men Can Be” campaign outlines the journey that consumers take from initial awareness of the campaign to eventual engagement and action. The funnel encompasses various stages, each representing a different level of consumer involvement and interaction with the campaign. The marketing funnel for the campaign can be described as follows:

 

  1. Awareness Stage:

    At the top of the funnel is the awareness stage, where consumers first become aware of the campaign through various marketing channels such as social media, television commercials, online ads, and wordofmouth.

    During this stage, Gillette’s goal is to capture the attention of its target audience and introduce them to the campaign’s message and objectives. This may involve creating compelling content, utilizing eyecatching visuals, and leveraging influential figures or celebrities to generate buzz and interest.

 

  1. Interest Stage:

    As consumers become aware of the campaign, they move into the interest stage, where they actively seek out more information and engage with the campaign’s content.

    Gillette aims to capitalize on consumers’ interest by providing additional resources, such as behindthescenes videos, interviews with campaign creators, and articles exploring the campaign’s themes and impact.

    The goal during this stage is to deepen consumers’ understanding of the campaign’s message and foster emotional connections that resonate with their values and beliefs.

 

  1. Consideration Stage:

    In the consideration stage, consumers are actively evaluating the campaign and its relevance to their own lives. They may compare Gillette’s message with other brands and campaigns addressing similar themes.

    Gillette seeks to address consumers’ questions and concerns during this stage by providing testimonials, case studies, and social proof demonstrating the campaign’s impact and effectiveness.

    The goal is to build trust and credibility with consumers, positioning Gillette as a brand that authentically cares about promoting positive masculinity and social responsibility.

 

  1. Conversion Stage:

    The conversion stage is where consumers take action in response to the campaign, whether it’s making a purchase, sharing the campaign with their social networks, or actively participating in discussions about the campaign’s message.

    Gillette aims to facilitate conversions by providing clear calls to action, such as purchasing Gillette products, signing petitions, or joining advocacy groups aligned with the campaign’s objectives.

    The goal is to translate consumer interest and engagement into tangible actions that contribute to positive social change and brand loyalty.

 

  1. Retention Stage:

    Finally, in the retention stage, Gillette focuses on nurturing ongoing relationships with consumers who have engaged with the campaign. This may involve continuing to provide valuable content, updates on the campaign’s progress, and opportunities for further involvement and activism.

    By maintaining a dialogue with consumers and reinforcing the campaign’s message over time, Gillette aims to foster longterm brand loyalty and advocacy among its target audience.

 

Overall, the marketing funnel for Gillette’s “The Best Men Can Be” campaign represents a strategic framework for guiding consumers through the stages of awareness, interest, consideration, conversion, and retention, ultimately driving meaningful engagement and action in support of the campaign’s objectives.

Execution

The execution of Gillette’s “The Best Men Can Be” campaign involved a meticulously planned and strategically executed approach across various channels and platforms. From creative development to deployment and engagement, every aspect of the campaign was carefully orchestrated to maximize impact and resonance with the target audience. The execution of the campaign can be broken down into several key components:

 

  1. Creative Development:

    The campaign’s creative development began with the conceptualization of the central message and storyline. Gillette’s marketing team collaborated with advertising agencies and creative professionals to develop a compelling narrative that addressed toxic masculinity while promoting positive behaviors.

    The creative team crafted the script, storyboarded key scenes, and developed characters and visuals that would resonate emotionally with viewers and spark meaningful conversations.

 

  1. Production:

    Once the creative concept was finalized, production commenced to bring the campaign to life. This involved casting actors, scouting locations, and coordinating logistics for filming.

    The production team worked closely with directors, cinematographers, and other crew members to capture impactful visuals and performances that would convey the campaign’s message effectively.

 

  1. Distribution and Promotion:

    Upon completion of filming, the campaign was distributed across various channels and platforms to reach the widest possible audience. This included digital platforms such as YouTube, Facebook, and Twitter, as well as television networks and streaming services.

    Gillette leveraged its existing social media presence and partnerships with influencers to promote the campaign and generate buzz leading up to its release. Teaser trailers, behindthescenes footage, and sneak peeks were shared to build anticipation among consumers.

 

  1. Engagement and Interaction:

    As the campaign launched, Gillette actively engaged with consumers through social media and other digital channels. The company encouraged viewers to share their thoughts and reactions to the campaign, fostering a sense of community and dialogue around the campaign’s themes.

    Gillette responded to comments and messages from consumers, amplifying positive feedback and addressing any concerns or criticisms constructively. This twoway communication helped strengthen connections with the audience and reinforce the campaign’s message.

 

  1. Measurement and Optimization:

    Throughout the campaign, Gillette closely monitored performance metrics and engagement levels to gauge the campaign’s effectiveness. This included tracking views, shares, comments, and sentiment analysis to measure impact and identify areas for improvement.

    Based on data insights, the marketing team made realtime adjustments to optimize the campaign’s reach and engagement, such as adjusting targeting criteria, refining messaging, or allocating additional resources to highperforming channels.

 

  1. Sustainability and Legacy:

    Beyond the initial launch phase, Gillette sought to sustain momentum and prolong the campaign’s impact through ongoing efforts and initiatives. This included continued engagement with consumers, partnerships with advocacy groups, and contributions to social causes aligned with the campaign’s objectives.

    By establishing a lasting legacy, Gillette aimed to solidify its position as a brand that not only sells grooming products but also advocates for positive social change, leaving a meaningful impact on society and its target audience.

 

Overall, the execution of Gillette’s “The Best Men Can Be” campaign exemplified a strategic blend of creativity, empathy, and purposedriven marketing. From concept to deployment and beyond, every aspect of the campaign was meticulously planned and executed to resonate with consumers, drive engagement, and inspire positive change in perceptions and behaviors related to masculinity.

 

challenges and problems

Despite its ambitious goals and positive intentions, Gillette’s “The Best Men Can Be” campaign faced several challenges and encountered criticism from various quarters. These challenges stemmed from the campaign’s bold stance on sensitive social issues and its departure from traditional advertising approaches. The key challenges and problems faced by the campaign can be summarized as follows:

 

  1. Backlash and Controversy: One of the most significant challenges faced by the campaign was backlash and controversy from certain segments of the audience. Some viewers interpreted the campaign as an attack on all men and felt unfairly targeted or misrepresented. This backlash manifested in negative comments on social media, boycott threats, and even calls for a boycott of Gillette products.
  1. Polarization and Division: The campaign’s message about toxic masculinity and the need for change sparked polarized reactions among consumers, leading to division and discord. Rather than fostering constructive dialogue, the campaign exacerbated existing tensions and divisions within society, with some viewing it as divisive and polarizing rather than unifying.
  1. Questionable Brand Motives: Critics of the campaign questioned Gillette’s motives and sincerity, accusing the company of virtue signaling and opportunism. Some viewed the campaign as a calculated marketing ploy to capitalize on societal trends and generate publicity, rather than a genuine commitment to social change.
  1. Impact on Brand Perception: The controversy surrounding the campaign had the potential to negatively impact Gillette’s brand perception and reputation. By alienating certain segments of its consumer base and attracting negative attention from media outlets and commentators, Gillette risked tarnishing its image as a trusted and respected brand.
  1. Competitive Response: The campaign also prompted responses from competitors and rival brands, who sought to capitalize on Gillette’s perceived missteps and gain market share. Competitors may have exploited the controversy to position themselves as more aligned with consumer values or less polarizing in their messaging.
  1. Internal Challenges: Internally, the campaign may have faced resistance or skepticism from within Gillette’s own organization. Implementing a campaign with such a bold message and potential for controversy likely required significant internal alignment and buyin from key stakeholders, including executives, marketers, and creatives.
  1. Measurement and Evaluation: Measuring the success and impact of the campaign posed challenges, particularly in quantifying its longterm effects on brand perception, consumer behavior, and societal attitudes. Traditional metrics such as views and engagement may not fully capture the campaign’s broader impact on perceptions and behaviors related to masculinity.

Despite these challenges, Gillette’s “The Best Men Can Be” campaign also garnered support and praise from many consumers, advocacy groups, and social commentators who applauded the company for taking a stand on important social issues. While the campaign faced criticism and encountered obstacles along the way, it also sparked meaningful conversations, raised awareness, and inspired reflection and action—a testament to its enduring impact on society and the marketing landscape.

 

Write about the ad that was prepared and what were the catchy points in ads

The centerpiece of Gillette’s “The Best Men Can Be” campaign was a poignant short film that served as both a call to action and a rallying cry for positive change. This ad, released in January 2019, challenged traditional notions of masculinity and called on men to aspire to be their best selves by confronting toxic behaviors and promoting respect, empathy, and accountability. Here’s an overview of the ad and its catchy points:

 

Title: The ad was simply titled “We Believe: The Best Men Can Be.”

 

Synopsis: The ad opened with a montage of scenes depicting instances of toxic masculinity, including bullying, sexual harassment, and the normalization of aggressive or disrespectful behavior. These scenes were juxtaposed with footage of news reports and commentary highlighting the prevalence of such behaviors in society.

 

Narrative Arc: As the ad progressed, it transitioned to scenes of positive role modeling and intervention, showcasing men stepping in to challenge harmful behaviors and set a better example for future generations. These scenes were accompanied by a voiceover that urged men to hold themselves and others accountable for their actions, emphasizing the importance of being the best versions of themselves.

 

Key Catchy Points:

  1. Reimagined Slogan: The ad reimagined Gillette’s iconic slogan, “The Best a Man Can Get,” as “The Best Men Can Be,” signaling a shift towards a more aspirational and inclusive message.

  

  1. Powerful Imagery: The ad featured powerful imagery and storytelling that resonated emotionally with viewers, evoking empathy and prompting reflection on societal expectations of masculinity.
  1. Cultural Relevance: By addressing topical issues such as bullying, sexual harassment, and the #MeToo movement, the ad tapped into current cultural conversations and positioned Gillette as a brand that was in touch with the zeitgeist.
  1. Call to Action: The ad concluded with a call to action for men to strive for positive change and challenge harmful norms, encapsulated by the tagline, “It’s only by challenging ourselves to do more that we can get closer to our best.”
  1. Inclusivity: The ad featured diverse representations of masculinity, showcasing men of different ages, races, and backgrounds, reinforcing the campaign’s message of inclusivity and universality.
  1. Authenticity: Despite the controversy surrounding the ad, many viewers praised its authenticity and sincerity, applauding Gillette for taking a stand on important social issues and using its platform for positive change.

Overall, the ad prepared for Gillette’s “The Best Men Can Be” campaign was a powerful and thoughtprovoking piece of storytelling that resonated with viewers around the world. By challenging harmful norms and inspiring men to aspire to higher standards of behavior, the ad sparked important conversations and cemented Gillette’s position as a brand committed to promoting positive masculinity and social responsibility.

 

key elements and messages

The key elements and messages of Gillette’s “The Best Men Can Be” campaign were carefully crafted to challenge traditional notions of masculinity, confront toxic behaviors, and promote a more positive and inclusive understanding of what it means to be a man. These elements and messages were conveyed through various mediums, including the campaign’s central ad, supporting content, and marketing materials. Here are the key elements and messages of the campaign:

 

  1. Redefining Masculinity: The campaign aimed to redefine masculinity by challenging outdated stereotypes and promoting a more expansive and inclusive definition of manhood. It encouraged men to move beyond traditional notions of toughness and stoicism and embrace qualities such as empathy, respect, and vulnerability.
  1. Confronting Toxic Behaviors: Central to the campaign was the message of confronting toxic behaviors such as bullying, harassment, and aggression. The campaign highlighted the damaging impact of these behaviors on individuals and society and called on men to take responsibility for challenging and addressing them.
  1. Positive Role Modeling: The campaign showcased examples of positive role modeling, depicting men intervening in instances of harmful behavior and setting a better example for future generations. It emphasized the importance of being active bystanders and allies in promoting positive change.
  1. Accountability and Responsibility: A key message of the campaign was the importance of accountability and responsibility in shaping behavior. It urged men to hold themselves and others accountable for their actions and to recognize the role they play in fostering a culture of respect and equality.
  1. Inclusivity and Diversity: The campaign celebrated diversity and inclusivity, featuring men of different ages, races, and backgrounds. It conveyed the message that masculinity is not monolithic and that there is room for individuals to express themselves authentically, regardless of societal expectations.
  1. Empowerment and Action: Above all, the campaign aimed to empower men to take action and be agents of positive change in their own lives and communities. It encouraged viewers to reflect on their own behaviors, challenge harmful norms, and strive to be the best versions of themselves.
  1. Brand Values and Social Responsibility: Through the campaign, Gillette sought to align its brand values with important social issues and demonstrate its commitment to social responsibility. It positioned itself as a brand that not only sells grooming products but also advocates for positive social change and cultural progress.

Overall, the key elements and messages of Gillette’s “The Best Men Can Be” campaign revolved around challenging harmful norms, promoting positive behaviors, and inspiring men to embrace a more inclusive and equitable vision of masculinity. Through powerful storytelling and thoughtprovoking messaging, the campaign sparked important conversations and encouraged individuals to be part of the movement towards positive change.

 

Platforms and channels:

Gillette’s “The Best Men Can Be” campaign utilized a variety of platforms and channels to reach its target audience and amplify its message. By strategically leveraging both traditional and digital media channels, the campaign was able to maximize its reach and engagement. The key platforms and channels used for the campaign included:

 

  1. Television: Television commercials played a central role in the campaign’s launch, with Gillette airing the campaign ad on major television networks during prime time slots. This allowed the company to reach a broad audience of viewers across different demographics and regions.
  1. Social Media: Social media platforms such as YouTube, Facebook, Twitter, and Instagram were instrumental in spreading the campaign’s message and generating buzz. Gillette shared the campaign ad and related content on its official social media channels, encouraging viewers to engage with the campaign and share their thoughts and reactions.
  1. Online Video Platforms: In addition to television commercials, the campaign ad was also shared on online video platforms such as YouTube and Vimeo, where it garnered millions of views and shares. By making the ad available on these platforms, Gillette ensured that it reached a global audience of online viewers who consume content digitally.
  1. Company Website: Gillette’s official website served as a hub for campaignrelated content, including behindthescenes footage, interviews with campaign creators, and resources for further engagement. The website provided consumers with additional information about the campaign and ways to get involved.
  1. Public Relations: Gillette engaged in strategic public relations efforts to generate media coverage and press attention for the campaign. Press releases, media interviews, and press events helped amplify the campaign’s message and reach audiences beyond traditional advertising channels.
  1. Influencer Partnerships: Gillette partnered with influencers and advocates who shared the campaign’s values and could help amplify its message to their followers. Influencers shared the campaign ad on their social media channels and participated in discussions about the campaign, extending its reach and impact.
  1. Community Events and Activism: The campaign also involved community events and activism aimed at engaging with consumers on a grassroots level. Gillette organized events, workshops, and discussions around topics related to masculinity and social responsibility, fostering dialogue and promoting action.

By utilizing a diverse range of platforms and channels, Gillette’s “The Best Men Can Be” campaign was able to engage with consumers across different touchpoints and demographics, amplifying its message and driving meaningful engagement and action. This multichannel approach allowed the campaign to reach a wide audience and spark important conversations about masculinity and social change.

 

Metrics for campaign:

Gillette’s “The Best Men Can Be” campaign was evaluated using a variety of metrics to measure its effectiveness in achieving its objectives and resonating with its target audience. These metrics provided valuable insights into the campaign’s reach, engagement, and impact on consumer perceptions and behaviors. The key metrics used to evaluate the campaign included:

 

  1. Reach and Impressions: Reach refers to the total number of unique individuals exposed to the campaign, while impressions represent the total number of times the campaign content was viewed or displayed. These metrics provided an indication of the campaign’s overall visibility and exposure to the target audience across different platforms and channels.
  1. Views and Engagement: Views measured the number of times the campaign ad or related content was watched, while engagement metrics such as likes, comments, shares, and retweets gauged the level of interaction and participation from viewers. Higher levels of engagement indicated that the campaign resonated with audiences and sparked meaningful conversations.
  1. Sentiment Analysis: Sentiment analysis involved analyzing the tone and sentiment of consumer reactions and comments related to the campaign. Positive sentiment indicated that the campaign was wellreceived by audiences, while negative sentiment signaled areas for improvement or potential backlash.
  1. Brand Perception and Awareness: Surveys and polls were conducted to assess changes in consumer perceptions and awareness of the Gillette brand following the campaign. Key indicators included brand favorability, brand recall, and association with positive attributes such as social responsibility and inclusivity.
  1. Social Media Metrics: Social media analytics provided insights into the campaign’s performance on platforms such as Facebook, Twitter, Instagram, and YouTube. Metrics such as reach, engagement rate, clickthrough rate, and follower growth were monitored to evaluate the campaign’s impact and effectiveness in driving conversation and brand advocacy.
  1. Website Traffic and Conversions: Website analytics tracked traffic to Gillette’s official website and campaignspecific landing pages, as well as user behavior and conversions. Metrics such as page views, time spent on site, and conversion rate (e.g., signups, purchases) provided insights into consumer interest and intent.
  1. Media Coverage and Publicity: Media monitoring tools tracked mentions and coverage of the campaign in traditional and online media outlets. Metrics such as media impressions, share of voice, and sentiment analysis of media coverage helped assess the campaign’s reach and influence beyond owned channels.
  1. Customer Feedback and Surveys: Direct feedback from consumers, including surveys, focus groups, and customer testimonials, provided qualitative insights into the campaign’s impact on attitudes, behaviors, and perceptions. This feedback helped validate the effectiveness of the campaign and identify areas for improvement.

By analyzing these metrics comprehensively, Gillette was able to evaluate the success of its “The Best Men Can Be” campaign and identify areas of strength and opportunity for future initiatives. These metrics provided a holistic view of the campaign’s performance and its impact on consumer attitudes and behaviors related to masculinity, social responsibility, and brand perception.

 

Result

While specific numerical results for Gillette’s “The Best Men Can Be” campaign may vary based on different sources and reporting periods, the campaign generated significant attention and engagement across various metrics. Here are some indicative results with numbers:

 

  1. Reach and Impressions:

    The campaign reached millions of viewers globally through television commercials, online videos, and social media platforms.

    Impressions exceeded tens of millions, indicating widespread exposure to the campaign’s message.

 

  1. Views and Engagement:

    The campaign ad garnered millions of views on platforms like YouTube and Vimeo within a short period of time after its release.

    Social media engagement metrics, including likes, shares, comments, and retweets, reached high levels, with some posts receiving thousands of interactions.

 

  1. Sentiment Analysis:

    While sentiment varied among audiences, overall sentiment analysis indicated a mix of positive and negative reactions.

    Positive sentiment was observed among many viewers who praised the campaign for addressing important social issues and promoting positive masculinity.

    Negative sentiment stemmed from criticism of the campaign’s messaging, perceived political undertones, and backlash from certain segments of the audience.

 

  1. Brand Perception and Awareness:

    Surveys conducted before and after the campaign revealed changes in consumer perceptions and awareness of the Gillette brand.

    Brand favorability and association with positive attributes such as social responsibility and inclusivity showed improvements postcampaign, indicating a positive impact on brand perception.

 

  1. Social Media Metrics:

    Social media analytics showed impressive engagement rates, with high levels of interaction and sharing across platforms.

    The campaign’s hashtag(s) trended on social media platforms, indicating significant conversation and buzz around the campaign’s message.

 

  1. Website Traffic and Conversions:

    Website analytics recorded a surge in traffic to Gillette’s official website and campaignspecific landing pages following the campaign launch.

    Metrics such as page views, time spent on site, and conversion rate demonstrated increased consumer interest and engagement with campaign content.

 

  1. Media Coverage and Publicity:

    Media monitoring tools tracked extensive coverage of the campaign in both traditional and online media outlets.

    Media impressions and share of voice metrics indicated that the campaign had a significant presence in the media landscape, amplifying its reach and influence.

 

  1. Customer Feedback and Surveys:

    Direct feedback from consumers, gathered through surveys, focus groups, and customer testimonials, provided qualitative insights into the campaign’s impact.

    Positive feedback highlighted the campaign’s effectiveness in sparking important conversations and promoting reflection on societal issues.

 

While these results provide a general overview of the campaign’s performance, it’s essential to note that the impact of Gillette’s “The Best Men Can Be” campaign extended beyond numerical metrics, influencing cultural conversations and perceptions of masculinity in society.

 

campaign success factors

The success of Gillette’s “The Best Men Can Be” campaign can be attributed to several key factors that contributed to its effectiveness in resonating with audiences and driving meaningful engagement and action. These success factors include:

 

  1. Bold and PurposeDriven Messaging: The campaign’s bold stance on addressing toxic masculinity and promoting positive behaviors resonated with audiences seeking authenticity and social responsibility from brands. By taking a stand on important social issues, Gillette differentiated itself from competitors and captured the attention of consumers looking for brands with a purpose beyond profit.
  1. Emotional Storytelling: The campaign’s emotional storytelling evoked empathy and connected with viewers on a deeper level. By portraying relatable scenarios and characters, the campaign inspired reflection and sparked conversations about societal expectations of masculinity and the importance of positive role modeling.
  1. Inclusive Representation: The campaign featured diverse representations of masculinity, showcasing men of different ages, races, and backgrounds. This inclusivity reinforced the campaign’s message that masculinity is not monolithic and resonated with a broad audience of consumers who valued diversity and representation in media.
  1. MultiChannel Approach: Gillette’s strategic use of multiple platforms and channels, including television, social media, online video platforms, and influencer partnerships, ensured maximum reach and engagement. By leveraging a diverse range of touchpoints, the campaign was able to connect with audiences across different demographics and regions.
  1. Engagement and Dialogue: The campaign fostered meaningful engagement and dialogue with consumers through social media interactions, community events, and public relations efforts. By actively listening to consumer feedback and participating in conversations, Gillette demonstrated its commitment to transparency and accountability, further strengthening consumer trust and loyalty.
  1. Call to Action: The campaign included a clear call to action for men to reflect on their own behaviors and take steps to promote positive masculinity in their own lives and communities. This actionable message empowered viewers to be agents of change, turning awareness into tangible action and impact.
  1. Supportive Corporate Culture: Internally, Gillette’s commitment to the campaign’s message and objectives was reflected in its corporate culture and values. By aligning internal practices with external messaging, Gillette demonstrated authenticity and credibility, enhancing consumer trust and brand reputation.
  1. Measurable Impact: The campaign’s success was supported by measurable impact metrics, including reach, engagement, sentiment analysis, brand perception, and website traffic. By tracking and analyzing these metrics, Gillette was able to assess the effectiveness of the campaign and make datadriven decisions to optimize performance.

Overall, the success of Gillette’s “The Best Men Can Be” campaign can be attributed to its combination of bold messaging, emotional storytelling, inclusive representation, multichannel approach, engagement with consumers, clear call to action, supportive corporate culture, and measurable impact. By addressing important societal issues with authenticity and purpose, Gillette was able to create a campaign that resonated with audiences and made a meaningful impact on perceptions of masculinity and brand perception.

 

customer reaction

The customer reaction to Gillette’s “The Best Men Can Be” campaign was varied and reflective of the diverse perspectives within society. The campaign elicited strong emotions and sparked widespread discussion among consumers, media outlets, and social commentators. Here’s an overview of the customer reactions to the campaign:

 

  1. Positive Reactions:

    Many customers praised Gillette for taking a bold stance on important social issues such as toxic masculinity, bullying, and sexual harassment. They commended the company for using its platform to spark meaningful conversations and promote positive change.

    Positive reactions came from individuals who resonated with the campaign’s message of promoting empathy, respect, and accountability among men. They appreciated Gillette’s efforts to challenge harmful stereotypes and encourage men to be the best versions of themselves.

    Some customers expressed admiration for the campaign’s emotional storytelling and inclusive representation of masculinity, noting that it reflected their own values and experiences.

 

  1. Negative Reactions:

    However, the campaign also faced criticism and backlash from certain segments of the audience. Some customers felt that the campaign unfairly stereotyped all men as perpetrators of toxic behavior, leading to accusations of misandry and divisiveness.

    Others criticized Gillette for wading into political and social issues, arguing that the company should focus solely on selling grooming products rather than engaging in activism.

    Some customers expressed disappointment or frustration with the campaign’s messaging, feeling that it missed the mark or failed to address underlying issues effectively.

 

  1. Boycott Calls and Brand Impact:

    In response to the campaign, some customers called for boycotts of Gillette products, vowing to switch to competing brands or stop purchasing Gillette altogether. This backlash led to debates about the effectiveness of boycotts as a form of protest and the broader implications for brand loyalty and consumer behavior.

    Despite calls for boycotts, the campaign also garnered support from loyal Gillette customers who appreciated the company’s commitment to social responsibility and applauded its efforts to drive positive change.

 

  1. Continued Dialogue and Engagement:

    The campaign sparked continued dialogue and engagement among consumers, with discussions about masculinity, gender roles, and corporate activism extending beyond the initial launch period.

    Gillette actively engaged with consumers through social media, responding to comments and feedback and participating in conversations about the campaign’s message and impact.

    Overall, the campaign prompted reflection and introspection among consumers, encouraging them to consider their own attitudes and behaviors related to masculinity and social responsibility.

 

In summary, the customer reaction to Gillette’s “The Best Men Can Be” campaign was characterized by a range of emotions and opinions, reflecting the complexity of societal attitudes towards masculinity and gender dynamics. While the campaign received both praise and criticism, it succeeded in sparking important conversations and raising awareness about the need for positive change in societal perceptions and behaviors.

 

psychological reason for success

The success of Gillette’s “The Best Men Can Be” campaign can be attributed to several psychological factors that resonated with audiences and contributed to its effectiveness in driving engagement and sparking meaningful conversations. These psychological reasons include:

 

  1. Emotional Resonance: The campaign’s emotional storytelling and relatable scenarios resonated with viewers on a deep emotional level. By tapping into universal emotions such as empathy, compassion, and introspection, the campaign captured the attention and empathy of audiences, fostering a sense of connection and empathy.
  1. Cognitive Dissonance: The campaign confronted viewers with the dissonance between societal expectations of masculinity and the reality of harmful behaviors such as bullying and harassment. This cognitive dissonance prompted viewers to reflect on their own beliefs and behaviors, creating a sense of discomfort that motivated them to seek resolution and alignment with more positive values.
  1. Social Identity Theory: The campaign appealed to individuals’ sense of identity and belonging within their social groups. By positioning positive masculinity as a collective goal and inviting viewers to join the movement, the campaign tapped into social identity theory, encouraging individuals to align their behavior with the values and norms of their peer groups.
  1. Normative Influence: The campaign leveraged normative influence by highlighting positive role models and social norms that endorse respectful and empathetic behavior. By showcasing examples of men intervening in instances of harmful behavior and setting a positive example for others, the campaign encouraged viewers to emulate these behaviors and conform to socially desirable norms.
  1. Empowerment and SelfEfficacy: The campaign empowered viewers by presenting them with actionable steps to promote positive change in their own lives and communities. By emphasizing personal agency and efficacy, the campaign instilled a sense of empowerment in viewers, motivating them to take ownership of their actions and contribute to a more positive future.
  1. Social Proof: The campaign utilized social proof by showcasing realworld examples of individuals and communities taking action to challenge harmful norms and promote positive masculinity. By highlighting success stories and collective efforts, the campaign demonstrated that positive change is achievable and worthy of pursuit, inspiring viewers to join the movement.
  1. Authenticity and Trust: The campaign’s authenticity and sincerity resonated with audiences who valued transparency and integrity from brands. By aligning its messaging with important social issues and demonstrating a genuine commitment to driving change, Gillette earned the trust and respect of consumers, enhancing its credibility and influence.

Overall, the success of Gillette’s “The Best Men Can Be” campaign can be attributed to its ability to tap into deepseated psychological motivations and values, such as emotional resonance, cognitive dissonance, social identity, empowerment, social proof, authenticity, and trust. By understanding and leveraging these psychological factors, the campaign effectively engaged audiences, sparked meaningful conversations, and inspired positive action towards promoting a more inclusive and equitable vision of masculinity.

 

business and marketing lessons

Gillette’s “The Best Men Can Be” campaign offers several valuable business and marketing lessons that can be gleaned from its success and impact:

 

  1. Authenticity Matters: Authenticity is crucial in today’s marketing landscape. Gillette’s campaign resonated with consumers because it addressed real societal issues authentically and sincerely, rather than merely paying lip service to social causes. Brands should strive to align their messaging with their values and demonstrate genuine commitment to social responsibility.
  1. Take a Stand: In an era where consumers expect brands to take a stand on important social issues, staying neutral is no longer an option. Gillette’s bold stance on toxic masculinity not only differentiated the brand but also sparked meaningful conversations and strengthened its connection with socially conscious consumers. Brands should be willing to take calculated risks and stand up for what they believe in.
  1. Emotional Storytelling Drives Engagement: Emotional storytelling is a powerful tool for capturing audience attention and fostering emotional connections. Gillette’s campaign used compelling narratives and relatable scenarios to evoke empathy and spark reflection among viewers. Brands should leverage storytelling to convey their message in a way that resonates emotionally with their target audience.
  1. Inclusivity is Key: Inclusive representation is essential for connecting with diverse audiences and fostering a sense of belonging. Gillette’s campaign featured men of different ages, races, and backgrounds, reflecting the diversity of its consumer base. Brands should strive to portray inclusivity in their marketing efforts to ensure that all consumers feel represented and valued.
  1. Engage in Dialogue: Successful marketing campaigns go beyond oneway communication—they invite consumers to engage in dialogue and participate in the conversation. Gillette actively engaged with consumers through social media, responding to comments and feedback and fostering community discussion around the campaign’s message. Brands should listen to their audience, encourage feedback, and be responsive to consumer inquiries and concerns.
  1. Measure Impact: It’s essential to measure the impact of marketing campaigns using relevant metrics and analytics. Gillette tracked metrics such as reach, engagement, sentiment analysis, and brand perception to evaluate the success of its campaign and identify areas for improvement. Brands should use datadriven insights to assess campaign performance and optimize future marketing efforts.
  1. Stay Committed to LongTerm Goals: Social change doesn’t happen overnight, and neither do the effects of impactful marketing campaigns. Gillette’s campaign aimed to drive longterm cultural change around perceptions of masculinity—a goal that requires sustained commitment and investment. Brands should stay committed to their longterm objectives and continue to reinforce their messaging over time.

By embracing these business and marketing lessons, brands can create campaigns that resonate with audiences, drive positive change, and ultimately contribute to their longterm success and impact.

 

Conclusion

In conclusion, Gillette’s “The Best Men Can Be” campaign stands as a landmark example of purposedriven marketing that transcends traditional advertising boundaries to address pressing social issues. Through its bold stance on toxic masculinity, the campaign challenged societal norms, sparked meaningful conversations, and inspired positive action among consumers worldwide.

 

The campaign’s success can be attributed to several key factors, including its authentic messaging, emotional storytelling, inclusive representation, multichannel approach, engagement with consumers, clear call to action, supportive corporate culture, and measurable impact. By tapping into deepseated psychological motivations and values, such as empathy, identity, empowerment, and authenticity, Gillette effectively engaged audiences and drove meaningful change in societal perceptions and behaviors related to masculinity.

 

Moreover, the campaign offers valuable business and marketing lessons for brands seeking to make a meaningful impact in today’s socially conscious landscape. From the importance of authenticity and taking a stand to the power of emotional storytelling and inclusivity, Gillette’s campaign demonstrates the potential for brands to drive positive change while also achieving commercial success.

 

As we look to the future, Gillette’s “The Best Men Can Be” campaign serves as a powerful reminder of the influence that brands wield in shaping cultural narratives and promoting social progress. By continuing to prioritize purposedriven initiatives and meaningful engagement with consumers, brands can not only drive business growth but also contribute to a more inclusive, equitable, and empathetic society.

 

Key Notes

 

Here are the key notes summarizing the essential aspects of Gillette’s “The Best Men Can Be” campaign:

 

  1. Purposedriven Messaging: The campaign tackled toxic masculinity and societal issues, reflecting Gillette’s commitment to social responsibility.
  1. Emotional Storytelling: The campaign’s emotional appeal resonated with audiences, fostering empathy and driving engagement.
  1. Inclusive Representation: Diverse portrayals of masculinity emphasized inclusivity and appealed to a broad audience.
  1. Multichannel Approach: Leveraging various platforms ensured widespread reach and engagement across demographics.
  1. Authenticity and Trust: Gillette’s sincerity in addressing social issues earned consumer trust and enhanced brand reputation.
  1. Dialogue and Engagement: Actively engaging with consumers encouraged meaningful conversations and feedback.
  1. Measurable Impact: Tracking metrics allowed Gillette to assess the campaign’s success and refine future strategies.
  1. Business and Marketing Lessons: Lessons include the importance of authenticity, taking a stand, emotional storytelling, inclusivity, engagement, and commitment to longterm goals.
  1. Continued Impact: The campaign continues to inspire positive change and serves as a benchmark for purposedriven marketing initiatives.

These key notes encapsulate the core elements and lessons learned from Gillette’s impactful “The Best Men Can Be” campaign.