G illette's parent defended the razor company after a loss of $ 8 billion, which Gillette's CEO credited as part of his #MeToo and Toxic Masculinity digital ad campaign.
"Gillette is a great business," said David Taylor, CEO of Procter & Gamble, in an interview with Cincinnati Business Courier on Thursday. "We like it." P & G bought Gillette, the largest shaver in the world, for $ 57 billion in 2005.
In another courier interview the same day, P & G spokeswoman Julia LaFeldt claimed #MeToo Digital display of the company actually improved the brand.
"This is by far the most widely viewed ad Gillette has ever seen online," said LaFeldt. "The vast majority of these views are organic / unpaid, indicating the natural interest and commitment that we have generated among consumers."
The ad, published in January, was a short film titled "We Believe," which covered #MeToo and Toxic Masculinity. The campaign has been criticized by some for over-generalizing masculine behavior and being a "virtue" of companies.
P & G's claims contradict statements made by Gillette CEO Gary Coombe, who told Marketing Week that the #MeToo advertising campaign cost the company money, but was "worth the price."
On Tuesday, P & G announced that the company had posted a $ 5 billion loss for the quarter with Gillette, which cost the company $ 8 billion in non-cash write-offs.
Coombe admitted that the consumer backlash was "more intense" than expected, but defended the ad as "less provocative" than other iterations the company had considered.
"I do not enjoy that some people were offended and annoyed with the movie because of the film, which is not pretty and contradicts every ounce of training I've had in this industry for over a third of a century." Coombe said, "However, I firmly believe that the majority of people who want to fall in love with today's brands must take the risk of upsetting a small minority, and we have done so." [1