Marketing campaigns are a powerful way to connect with audiences, spark conversations, and drive change. But not every campaign is received with open arms. A perfect example of this is Gillette’s 2019 campaign, “The Best Men Can Be.” The campaign stirred up significant controversy, yet it also left an undeniable mark. Let’s unpack the lessons it holds for navigating criticism and creating impactful marketing.
The Campaign in a Nutshell
Gillette’s ad, launched in January 2019, tackled toxic masculinity and encouraged men to be “the best” versions of themselves. It showed scenarios of bullying, harassment, and disrespectful behavior, calling for men to intervene and set better examples.
The goal was clear: to align with evolving societal values and contribute to the global conversation about gender equality and responsibility. However, the execution wasn’t without backlash.
The Numbers Speak Volumes
The campaign gained massive attention—both positive and negative. Here are some key numbers to highlight its reach:
- 70 million views: The ad quickly went viral, amassing over 70 million views across YouTube and other platforms within weeks.
- 1.5 million dislikes: On YouTube, the ad received a significant number of dislikes compared to likes, showcasing the polarized reactions.
- $8 billion brand value: Despite the criticism, Gillette’s parent company, Procter & Gamble, maintained its position as a leading brand, with Gillette contributing to its $8 billion brand valuation that year.
Lesson 1: Bold Messaging Can Divide, but It Also Sparks Dialogue
Gillette’s campaign took a bold stance. It wasn’t a typical feel-good razor commercial but a statement on societal behavior. This departure from traditional messaging inevitably divided opinions:
- Criticism: Many felt the campaign generalized men negatively or preached morality instead of focusing on the product. Social media was flooded with #BoycottGillette posts.
- Praise: Others applauded Gillette for addressing a tough topic and using its platform for good.
Takeaway: Bold messaging may alienate some audiences, but it’s also a catalyst for important conversations. Brands should prepare for polarized responses when stepping into social commentary.
Lesson 2: Authenticity Is Key
Consumers today can easily spot insincerity. While Gillette’s campaign aimed to resonate with modern values, some critics questioned its authenticity, pointing out that the brand had previously emphasized hyper-masculine advertising.
How to ensure authenticity:
- Align actions with words: Brands must walk the talk. For example, Gillette pledged $1 million annually to nonprofits promoting positive male behavior.
- Engage with your audience: Listening to feedback can help refine your message. Gillette could have done more to address criticism constructively and clarify their intent.
Lesson 3: The Power of Emotional Storytelling
The ad’s strength lay in its storytelling. By showcasing real-life issues and relatable scenarios, it evoked strong emotions. Emotional storytelling can:
- Increase engagement: Research shows that emotionally charged content is 2-3 times more likely to be shared on social media.
- Build brand recall: People remember how a brand made them feel. Gillette’s campaign ensured the brand stayed in conversations for months.
Lesson 4: Social Impact Resonates with Younger Audiences
Millennials and Gen Z—a key demographic for many brands—care deeply about purpose-driven marketing. Studies show:
- 64% of consumers choose brands based on their social or political stance.
- 77% of millennials feel a connection to brands that support social causes.
While the campaign didn’t resonate with everyone, it successfully captured the attention of younger audiences who value authenticity and impact.
The Risk and Reward of Purpose-Driven Marketing
Gillette’s “The Best Men Can Be” campaign is a masterclass in navigating the fine line between making an impact and facing criticism. The campaign’s bold messaging and emotional storytelling sparked conversation and highlighted the evolving expectations of consumers.
Brands stepping into purpose-driven marketing must:
- Stay authentic and back their message with action.
- Prepare for both praise and backlash.
- Leverage feedback to refine their strategies.
Gillette’s journey reminds us that taking a stand comes with risks but can lead to lasting impact when done thoughtfully. As marketers, we must ask ourselves: Are we ready to embrace bold ideas that drive meaningful change?