"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.
"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;
"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'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.
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.
"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.
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.