During the marketing module of my MBA which I did last semester, the subject of colossal marketing failures came up. It appears Gillette is vying to be included in marketing lectures long into the future:
— Gillette (@Gillette) January 14, 2019
I don’t think I need to explain to my readers how insulting this is on so many levels. A comment over at David Thompson’s struck home, and included a last line which made me laugh:
Society has been bringing up boys according to the feminist model since the 1970s. It’s been going on a lot longer than #metoo or Gilette’s marketing pivot. We have enough multigenerational experience that we should be able to determine how the project of feminizing boys has worked out – do the boys grow up in to happy, successful men?
Even if it wasn’t so problematic, progressives don’t even find it believable that their guys, the oversocialized pajamaboy feminists, have any kind of iron hand inside their velvet glove, so much for the feminist promise to men of being able to access both their masculine and feminine side. They imagine instead that black men, under a kind of carbon credit scheme for their toxic masculinity, can be their street muscle against white Deplorables.
The reaction on Twitter was one of apoplectic fury, with people vowing to ditch not only Gillette, but all Proctor & Gamble products. But not everyone is unhappy:
Welcome to the Club.
— Dollar Shave Club (@DollarShaveClub) January 14, 2019
Gillette has a dedicated page, to support the ad, which speaks volumes (emphasis theirs):
It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.
From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.
As I may have said before, modern corporations are as much standard bearers for a hotch-potch of post-modernist moral virtues than businesses returning value to shareholders. As I have definitely said before, these people would be better off joining a church.
The fact is, this advert has been dreamed up by a marketing department in a giant, multinational corporation. We already know which demographic these companies pander to when recruiting and promoting, and the further you get from the science and engineering branches, the more pronounced the effects of these policies will be. It doesn’t take any great genius to imagine what the marketing team behind this catastrophe looked like, and what views they subscribed to. The irony is companies justify diversity programs in part by claiming they allow marketing departments to better identify with their customers. Well, Gillette’s done a great job of that, haven’t they?