Gillette’s infamous ad that pushed the idea that men contain “toxic masculinity” is a perfect example of how not to advertise your product. The ad not only created a firestorm of controversy online, but it also helped cost the company billions of dollars.
That would be $5.24 billion to be exact.
But according to Gillette CEO Gary Coombe, the billions of dollars that the company cost parent company Proctor and Gamble was totally worth it. According to MarketingWeek, the ad was a “price worth paying” if it helped to reach the millennial generation.
“I don’t enjoy that some people were offended by the film and upset at the brand as a consequence,” said Coombe. “That’s not nice and goes against every ounce of training I’ve had in this industry over a third of a century. 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.”
Coombe is telling himself fantasies.
You don’t lose that much money because you upset a “small minority” of people. This is billions of dollars gone. You upset an entire sex by essentially telling them that every radical feminist claim about them is true.