Gillette Mark 2

Like some high-tech 3-blade system, the new Gillette ad has made every marketing and brand pro out there stand up and get pulled into an opinion piece. I had my say too on LinkedIn. To paraphrase, I felt that this was a natural extension for Gillette and made sense.

In the time since a whole bunch of opinions have been added to the public discourse. Most contrary opinions run on two lines. First, that Gillette was being hypocritical because it was more culpable than most in creating the demon it was now naming and shaming. Second, a more practical, “this will never work” opinion. So, are these objections valid?    

The ad subtly shows a symbolic smashing of that “old” stereotype Gillette ads. Should Gillette have done more to acknowledge its direct/indirect role in the genesis and spread of toxic masculinity- perhaps yes! But should we hold this against the brand as it tries to logically extend and re-interpret its Purpose and Core Values in the present socio-cultural context? I don't think so.

Taking a stand based on your Values and sense of Purpose becomes more of a dilemma especially if you tend to rationalize it against the potential costs of doing so. And I guess there lies the hallmark of great leadership. The temptation is to maintain the status quo, or you could take a stand irrespective of the losses, obstructions, criticism, and ridicule that comes your way. It is those who persevered who have left the strongest mark on our history.

While people are a point-in-time phenomena, brands (ideally!) should transcend many such points-in-time. And so, in a world fraught with VUCA, it becomes even more important for them to reassess and re-interpret their founding Values and Purpose in their socio-cultural milieu from time to time. Will that ruffle some feathers? Will it attract resistance? Definitely yes! But then as Gandhiji quoted, "first they ignore you, then they laugh at you, then they fight you, and then you win".

As for Gillette, I believe this attempt to logically extend/re-interpret the brand as the "best a man can get/ become" is in the realization of the Millennial/Gen Z ideal and a redefined perspective of what "the best" in a man means in the first place. And we would all agree that this is markedly different from what it meant for the Baby Boomers and Gen X. With Millennial and Gen Z consumption attaining critical mass globally, the move makes perfect sense even if you see it purely from a market economic perspective. Nike also realized it some time back. And I hope other brands will realize it soon as well!