While the Gillette ad certainly created column inches, will it actually translate into cold, hard cash?
Gillette’s ad (see video below) has cut deep and touched a nerve. That is what the brand wanted. In a more crowded market that is diluting its market share, Gillette needed to cut through the noise with a razor blade.
And cut it did.
Huge brand exposure, talkability, media coverage, and influence. Never before have feelings about a shaving brand and masculinity been so strong.
But does being provocative translate to sales? And was this a good PR move long-term?