Brands Taking a Stand: Gillette’s Campaign on Masculinty
Pankaj Bhalla, VP Gillette Europe, Proctor & Gamble (P&G), describes Gillette’s courageous campaign taking a social stand on masculinity.
At first, the campaign caused a major backlash, but soon the winds changed and the company enjoyed a strong increase in support especially among young men.
The commercial became both the most liked and disliked ad and sparked a debate on men and masculinity.
This was considered a bold move on behalf of Gillete taking a stand on a social issue.
Pankaj discusses how brands need to stand for more than their functionality. Being the largest advertiser in the world of products for men comes with a strong responsibility.
P&G donates a large sum of money to NGOs that promote progressive masculinity.