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Some months ago, much to the surprise of men everywhere, the Gillette company decided to inform its core customers just what rotten, sexist and generally appalling specimens they are. It seemed an odd strategy at the time, and parent company Proctor & Gamble’s latest financial reporting confirms as much. Ad industry website Campaign Brief reports:

Gillette’s infamous “toxic masculinity” ad may cost Procter & Gamble more than anyone imagined in January, reports The Washington Times.

The year that Gillette launched its “We Believe” campaign and asked “Is this the best a man can get?” has coincided with P&G’s $8 billion non-cash writedown for the shaving giant.

Chief Financial Officer Jon Moeller attributed much of the losses on “new competitors” offering “prices below the category average,” Reuters reported.

Observers such as Red State’s Brandon Morse responded by essentially likening the public stance to a lie by omission — the “toxic masculinity” ad punctuated news cycles for weeks and was repeatedly mocked on social media.

“Perhaps P&G isn’t willing to come forward yet with the fact that they made a monumental error in assuming men would take the ‘toxic masculinity’ commercial well, but they should soon,” Mr. Morse wrote Wednesday for the conservative website. “The brand is damaged enough to lose billions, and men aren’t coming back, especially with cheaper alternatives embracing men for who they are and not assuming the worst about them.”

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