Current Events > Gillette 'shifting the focus' from social issues after losing 8 billion

(+) Yeah! (+)

Gillettes days of spotlighting toxic masculinity may be coming to a close as the company employs a new strategy for reaching men.

Manu Airan, associate brand director for Gillette Australia and New Zealand, recently spoke with News.Com.Au about its latest efforts to authentically connect with consumers.

Shifting the spotlight from social issues to local heroes like firefighters and personal trainers is the companys new focus.

We have a very clear strategy when it comes to how we authentically connect with our consumers, Mr. Airan said, the website reported Thursday. We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.

https://www.washingtontimes.com/news/2019/aug/22/gillette-shifting-the-focus-from-social-issues-tox/

lmao
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oooops. You messed up
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In the words of this generation ooof

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Hahahahaha.

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Spooking posted...

LethalAffinity posted...

We have a very clear strategy when it comes to how we authentically connect with our consumers,

aka how we can manipulate our customers to buy from us again.

Yes. That's the only point ever there was. That's why brand directors and such ilk exist.
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imagine thinking that one commercial is what's doing this and not the fact that there are cheaper options on the market....Hell Dollar Shave Club has a good share now. Gillette Razors and products had been seeing a decrease since before that commercial was made because i can buy Target brand Razors for 7 dollars less..

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You mean insulting the bulk of your customer base was a bad idea? Who'd ahve thought?!

Spooking posted...

LethalAffinity posted...

We have a very clear strategy when it comes to how we authentically connect with our consumers,

aka how we can manipulate our customers to buy from us again.

Yes, that would be how advertising works. I'm glad you grasp the concept.
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Yeah, the CEO was talking about how that commercial ended up losing their connection with the millennials.
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"Men, you really fucking suck. Now go buy some razors!"

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Lots of right wing tabloids and blogs keep trying to tie the losses with the commercial. An easy sell, cause that's what their audience already believed, but no finance-focused journal has actually found that connection.
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Evening_Dragon posted...

Lots of right wing tabloids and blogs keep trying to the losses with the commercial. An easy sell, cause that's what their audience already believed, but no finance-focused journal has actually found that connection.

The whole $8 billion was obviously not because of the commercial. Lmfao.

But they were already getting hurt by the competition and this just added to the injury.

https://www.marketingweek.com/gillette-metoo-campaign-fallout/
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Evening_Dragon posted...

Lots of right wing tabloids and blogs keep trying to the losses with the commercial. An easy sell, cause that's what their audience already believed, but no finance-focused journal has actually found that connection.

exactly....it was already proven that profits were dropping long before that commercial....probably because they cost 8-9 bucks while other options are available at less than half that.....But NO....that can't be it....This is just their attempt to not lower prices.

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another win for the free market

I guess?

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local heroes like firefighters and personal trainers

?????
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basically boils down to "sorry for saying transgenders are real people, now buy from us... please?"

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Don't you just love how big corporations really care about social issues a lot, like really much
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I fuckin love it, get wrecked Gillete. Fuck off with your shitty commercials and razor blades.

Always buy in when a company does stunts like this and hit major losses.
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But all the democrats on this website were telling me their sales were better than ever and they were posting record profits because of that commercial.
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^simply not true. We practically had a Democrat civil war over this on here.
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Gobstoppers12 posted...

But all the democrats on this website were telling me their sales were better than ever and they were posting record profits because of that commercial.

uuuhhh....no one said that....we actually looked into it and dispelled the idea that that commercial killed their sales....since their sales were dropping before that commercial even came out.

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Spooking posted...

Does Gillette support toxic masculinity now?

Gonna let you in on a little secret: companies will support whatever's gonna make them the most money
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Gobstoppers12 posted...

But all the democrats on this website were telling me their sales were better than ever and they were posting record profits because of that commercial.

Again with the poe posts. I want to believe this is meta.
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TheVipaGTS posted...

Gobstoppers12 posted...

But all the democrats on this website were telling me their sales were better than ever and they were posting record profits because of that commercial.

uuuhhh....no one said that....we actually looked into it and dispelled the idea that that commercial killed their sales....since their sales were dropping before that commercial even came out.

The CEO literally said it hurt them so I'm not sure what you dispelled.

This is an $8 billion loss over a single quarter immediately following the campaign.
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The commercial probably made them money, since after it everybody was talking about them, which was the whole point of it, they even popped Anna Casparian in there to really trigger the libs, I mean right wingers.

So then they got a ton of attention, and attention means sales. They themselves are not actually woke, they only exploit social issues, and as such, right wingers should support them for it.

archedsoul posted...

The CEO literally said it hurt them so I'm not sure what you dispelled.

This is an $8 billion loss over a single quarter immediately following the campaign.

So he has to be telling the truth because as a CEO you have a sworn obligation to always tell the truth? Or, is he trying to cover up and trivialize their downward trend?

Gee I wonder what's most important to a CEO?
- to tell the truth the whole truth and nothing but the truth so help me god
or
- to make sure the company looks the least bad possible to investors
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"The CEO literally admitted it! its not like he wants to admit that they need to lower prices....it was because of this commercial!"

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A_A_Battery posted...

The commercial probably made them money, since after it everybody was talking about them, which was the whole point of it, they even popped Anna Casparian in there to really trigger the libs, I mean right wingers.

So then they got a ton of attention, and attention means sales. They themselves are not actually woke, they only exploit social issues, and as such, right wingers should support them for it.

It's weird how hard some of you go in rejecting reality.

"The strategy failed, we lost a valuable connection"

"Don't worry, they probably still made money"

*$8 billion loss*

"Don't worry, the publicity still made them money"

scar the 1 posted...

So he has to be telling the truth because as a CEO you have a sworn obligation to always tell the truth? Or, is he trying to cover up and trivialize their downward trend?

Gee I wonder what's most important to a CEO?
- to tell the truth the whole truth and nothing but the truth so help me god
or
- to make sure the company looks the least bad possible to investors

Um, what? This is some conspiracy bullshit.

The guy is literally saying that he feels it was worth losing money over the campaign.

A month later, they're shifting their focus entirely. Not sure what point you're trying to make.
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TheVipaGTS posted...

"The CEO literally admitted it! its not like he wants to admit that they need to lower prices....it was because of this commercial!"

See above. Unless you can prove he's making this up, I'm gonna file this under "flat Earth type BS".
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TheVipaGTS posted...

uuuhhh....no one said that

Plenty of you guys said that. Maybe not you, specifically, but plenty of democrats.
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8 billion? In 3 months? That doesn't sound right. 8 billion, a razor blade company. 3 months time.

This can't be accurate.

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lmao

I'm still not buying any of their products.
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archedsoul posted...

Um, what? This is some conspiracy bullshit.

The guy is literally saying that he feels it was worth losing money over the campaign.

A month later, they're shifting their focus entirely. Not sure what point you're trying to make.

Conspiracy? lmao
We know that other brands have been taking bigger shares of the market for years. Somehow that context is missing from the journalism in the OP. I wonder why? We also know that a CEO for a company would never go out in the media and say "yeah we've been declining for years now", because that would cause serious harm. Where's the conspiracy? I'm just expecting business leaders to do what's best for their business. Blaming the write-down on a single ad campaign makes sense regardless of the truth content here.
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scar the 1 posted...

archedsoul posted...

Um, what? This is some conspiracy bullshit.

The guy is literally saying that he feels it was worth losing money over the campaign.

A month later, they're shifting their focus entirely. Not sure what point you're trying to make.

Conspiracy? lmao
We know that other brands have been taking bigger shares of the market for years. Somehow that context is missing from the journalism in the OP. I wonder why? We also know that a CEO for a company would never go out in the media and say "yeah we've been declining for years now", because that would cause serious harm. Where's the conspiracy? I'm just expecting business leaders to do what's best for their business. Blaming the write-down on a single ad campaign makes sense regardless of the truth content here.

The guy is literally doubling down on the campaign and saying "yeah, we lost money, so what?".

That's not what a CEO trying to appease investors does.

The investors likely told him to fuck off with that shit and it's why the campaign has been dropped and shifted.

You guys are speculating and I'm providing direct words from the CEO himself. If you want to counter that, you're gonna need evidence beyond "well I believe he's lying because xyz" with no merit to it outside a bullshit theory.
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archedsoul posted...

scar the 1 posted...

archedsoul posted...

Um, what? This is some conspiracy bullshit.

The guy is literally saying that he feels it was worth losing money over the campaign.

A month later, they're shifting their focus entirely. Not sure what point you're trying to make.

Conspiracy? lmao
We know that other brands have been taking bigger shares of the market for years. Somehow that context is missing from the journalism in the OP. I wonder why? We also know that a CEO for a company would never go out in the media and say "yeah we've been declining for years now", because that would cause serious harm. Where's the conspiracy? I'm just expecting business leaders to do what's best for their business. Blaming the write-down on a single ad campaign makes sense regardless of the truth content here.

The guy is literally doubling down on the campaign and saying "yeah, we lost money, so what?".

That's not what a CEO trying to appease investors does.

The investors likely told him to fuck off with that shit and it's why the campaign has been dropped and shifted.

You guys are speculating and I'm providing direct words from the CEO himself. If you want to counter that, you're gonna need evidence beyond "well I believe he's lying because xyz" with no merit to it outside a bullshit theory.

Evidence has been mentioned many times.
https://www.vox.com/the-goods/2018/12/11/18134456/best-razor-gillette-harrys-dollar-shave-club
https://www.ft.com/content/9bb5cc54-d368-11e6-b06b-680c49b4b4c0
https://www.wsj.com/articles/gillette-bleeding-market-share-cuts-prices-of-razors-1491303601

It's well-known that brands like Harry's and Dollar Shave Club has been taking more and more of the market. Yet somehow every time I mention it you ignore it and call me a conspiracy theorist, say there's no merit, etc.
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Safety razor user chiming in. Fuck your overpriced mutli-blade nonsense.

I am still a P&G shareholder btw. Not worth selling over.
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MabusIncarnate posted...

8 billion? In 3 months? That doesn't sound right. 8 billion, a razor blade company. 3 months time.

This can't be accurate.

It's not. At all. It's a write-down. One that actual investors and people that know the market have known was coming for years. It means they are saying the company is worth less than it used to be. Because the market share for Gillette has dropped year over year. P&G bought them for $57 Billion in 2010. They tried to regain marketshare by slashing prices by 20% a couple years back. But that didn't take, and they lost even more money. Because they have been losing so much money and market share over the years, this write down was a foregone conclusion. The genius is taking the write-down right now is because of the negative reaction to the ad-campaign, they don't have to take yet another stock hit. If the campaign had worked to raise sales a little bit, they still would have needed to take a write-down, only then it would be killing their momentum. Right now they get to tie it all together in a single package.

But they are still rearranging chairs on the Titanic. Unless they actually change their sales strategy(not ad strategy) they will continue to lose market share.
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Ok gang here's how we can still win:

Pretend we never said that Gillette was going to see a recovering boom in sales because Nike did from their "controversial sjw" commercial. Then when the company does a complete 180 from this marketing strategy while the CEO explains how the accelerated 8 billion quarterly loss was because of this marketing miscalculation, say that the CEO is lying to his board of directors and investors and that gamefaqs.gamespot.com posters know the real deal behind Gillette's earnings since they were already losing 2-3 billion in previous quarters.

I'm a socialist sjw and even I find this amusing.
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scar the 1 posted...

Evidence has been mentioned many times.
https://www.vox.com/the-goods/2018/12/11/18134456/best-razor-gillette-harrys-dollar-shave-club
https://www.ft.com/content/9bb5cc54-d368-11e6-b06b-680c49b4b4c0
https://www.wsj.com/articles/gillette-bleeding-market-share-cuts-prices-of-razors-1491303601

It's well-known that brands like Harry's and Dollar Shave Club has been taking more and more of the market. Yet somehow every time I mention it you ignore it and call me a conspiracy theorist, say there's no merit, etc.

I literally made a post about this.

Lmao. I said the entire $8 billion is obviously not because of the campaign. Anybody believing that is completely lost.

Go back and re-read my posts.

I'm asking evidence that what the CEO said is false, which you're claiming. He's not denying that the competition hasn't affected them. He's speaking specifically about the campaign.

After that topic where everybody was calling Disney a monopoly for getting back the movies rights to an IP they already own, I'm starting to lose faith that 95% of CEman ever know what they're talking about.
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Surprise surprise. Insulting you customers for essentially existing doesn't pay off. Wow. Who ever would have thought.
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archedsoul posted...

I'm asking evidence that what the CEO said is false, which you're claiming. He's not denying that the competition hasn't affected them. He's speaking specifically about the campaign.

I'm not saying it's false, I'm saying he would be saying it regardless of the truth content. I'd be very interested to see data on how sales were impacted by the campaign.
He's not making public statements to tell the truth, he's doing it to improve the image of his company.
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scar the 1 posted...

archedsoul posted...

I'm asking evidence that what the CEO said is false, which you're claiming. He's not denying that the competition hasn't affected them. He's speaking specifically about the campaign.

I'm not saying it's false, I'm saying he would be saying it regardless of the truth content. I'd be very interested to see data on how sales were impacted by the campaign.
He's not making public statements to tell the truth, he's doing it to improve the image of his company.

You need to provide solid evidence of this bullshit assertion that he's doing that.

You're otherwise speculating.

I think you need to take a step back and read the article I posted very carefully.

It's not a comment on the entirety of their Q4 performance.

It's simply talking about the campaign and how it failed and that he's basically telling everybody the loss was worth it for the future, however, they did lose a very valuable connection with millennials.
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archedsoul posted...

You need to provide solid evidence of this bullshit assertion that he's doing that.

Just what is it that is bullshit? That what he's saying in public is meant to improve the image of his company?
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