On January 13. 2019, Gillette released a 1:49 minute advertisement titled “We Believe” that was telecast during the 2019 Super Bowl. The ad triggered a huge backlash, prompting discussion on social media about its theme – “toxic masculinity”. The ad showed how the bullying, harassment, and violence hidden in men’s attitudes, reflected negatively in their behavior towards others.
This case discusses the campaign launched by Gillette and is designed to help you appraise the changing “marketing environment”, understand the implications of using content that may be perceived as being offensive and helps examine cause marketing.
You are required to work individually to answer the following questions, in a written report:
Q.1. What do you think were the prime reasons for Gillette’s toxic masculinity advert attracting criticism? Suggest the corrective measures Gillette could take to tackle the crisis situation post the “We Believe” campaign.
Q.2. What is cause marketing? Explain how Gillette attempted to leverage this?
Q.3. Explain how Gillette’s advert could be considered to have fallen victim to the ‘changing marketing communications’ environment?
In answering these questions please refer to the Gillette case provided and use additional material where appropriate to support your answer.
Students will be able to :