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Procter & Gamble Gillette ad: What it says about the trend in "awakened" advertising



No product was advertised. The ad was released as part of the company's "My Black is Beautiful" campaign.
A new P & G ad for Gillette this week comes from the same social-conscious game book, and asks men to take a look at their own venomous masculinity.
19659003] It's not uncommon for P & G ads to deal with social issues rather than plug-ins.

More companies may soon follow as clients seek to see strong positions on politically charged issues such as race, immigration, gay rights, weapons and the environment

"Business strategy" Wake "will be a big topic in 2019 because that's where the money is, "said Scott Galloway, founder of corporate research firm Gartner L2 and a professor of marketing at New York University's Stern School of Business.

P & G seeks to position itself as a brand that can connect with younger consumers looking for companies that match their beliefs.

"P & G is in the business to sell products, and they look to the company for its long-term reputation," said Andrew Gilman, CEO of CommCore Consulting. The ad was a message to current and future employees that the company stands and is expected by its workforce.

P & G (PG), which Gillette acquired in 2005, has used unconventional advertising in the past to highlight the company
P & G was also used for advertising such as the Always "Like a Girl" campaign Clichés about young girls and women are challenged, and Pantene's "Strong is Beautiful" campaign in which NFL players braid their daughter's hair.
In 201
6, his deodorant brand Secret showed a transgender woman. "There is no wrong way to be a woman," says a spokesperson in the ad.

"Important discussions can be hard discussions and we are not afraid of them," said Damon Jones, vice president of global communications and advocacy at P & G.

"Is that the best thing a man can get ? " ? & # 39;

In 1989, when Gillette introduced his slogan "Best Man Can A Man", an ad was shown during the Super Bowl showing men playing sports, in the office, marrying and sons were.

"You look sharp … you've come this far … father to son … you're the champion, Gillette, the best a man can get," the hymn sings in the commercials.

P & G's new ad titled "We Believe" features a voice reporting bullying, disasters, sexual harassment and masculinity. "Is that the best a man can get?" asks the ad.

"We can not hide from it, it goes on way too long, we can not laugh at it and make the same old apologies." Then, directly related to the #Metoo movement, the ad says, "Something has finally changed." It concludes with scenes in which men break up battles, stand up for women and are attentive fathers.

Bryan Reber, Professor of Crisis Communication at the Grady College of Journalism, University of Georgia, said Gillette praised his role in creating a problem. Gillette says implicitly, "We understand it. We are part of it. "This is the most unusual."

P & G is not the only company that has recognized the benefit of engaging in controversial issues.

Nike (NKE) recently featured Colin Kaepernick in advertisements, marking his own story of nervous advertising on the market. In 2017 she launched an "Equality" campaign with athletes such as LeBron James, Serena Williams and gymnast Gabby Douglas. In an ad, Alicia Keys was sung with Sam Cook's "A Change Is Go Come Come".
When Kaepernick put its face to its 'Just Do It' campaign celebrating its 30th anniversary, the company sought to obtain support from its core customers: young buyers in large-scale cities around the world. Nike calculated that Kaepernick's loyal fan base and popularity with star athletes would survive boycott and short-term stockpicking.
  Why Nike puts his slogan on Colin Kaepernick

Nike's strategy has paid off. CEO Mark Parker told analysts in September that analysts around North America and around the world have found favor with consumers.

"We saw a record engagement with the brand as part of the campaign," he said.

Pepsis Error

Gillette and Nike's advertising has been successful because of its clear links with the brands, said Reber, who also heads the Advertising and Public Relations Department of the University of Georgia. "This type of advertising is becoming more common," he added.

Other brands' attempts to showcase ads have proven to be artificial, such as the display of Pepsi's (PEP) 2017 with Kendall Jennar in the context of the Black Lives Matter movement.

"Pepsi was trying to convey a global message of unity, peace and understanding, and we obviously missed that goal and apologized," the company said in a statement at the time.

Ram Trucks used a Martin Luther King Jr. speech last year in a Super Bowl commercial that was also widely used to be artificial.

The risk for Gillette is not directly a setback in the social media, but the advertising will look like in the future and how it will use its slogan.

"It will really hurt them if they do not leave after making the promise," Reber said. "If they do not show through their future advertising that they get it, then it's a problem."

Heather Kelly of CNN Business contributed to this report.


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