23 Jan Is the Gillette controversy good for sales?
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?