Gillette: The Best Controversy a Man Can Get
(4 pages of text)
Case (Pub Mat)
In March 2019, the head marketing consultant at an advertising agency was thinking about a new pitch for the Gillette brand, which had just experienced a tumultuous two months. In January 2019, Gillette’s controversial “We Believe” ad had been released to mixed reviews, including praise for the ad’s socially conscious message and angry accusations of hypocrisy and insincerity. Between an uncertain industry and the mixed reception to Gillette’s recent ad, the future of the company’s marketing campaigns remained unclear. How should the marketing consultant determine Gillette’s direction for its next marketing initiative?
This case is intended for undergraduate- and graduate-level introductory courses in marketing to address the objectives of marketing strategies. It is also useful for considering the impact of social media on marketing. After working through the case and assignment questions, students will be able to do the following:
- Discuss the material impact, to a focal company and its parent company, of a controversial advertising campaign that has triggered divergent consumer responses.
- Consider the prevailing social climate when assessing the responses to a controversial advertising campaign.
- Determine the perspectives to consider when assessing the impact of a marketing campaign.
United States, Large, 2019
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