Gillette is ditching the social justice crusade after their campaigns against toxic masculinity cost the company $8 billion in revenue.
According to an Australian news site, customers weren’t happy about the recent ads, forcing the company to reconsider how they were marketing their products.
Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash.
The new ad, which launched last week, stars Australian firefighter and personal trainer Ben Ziekenheiner. “I’ve been a firefighter for 19 years,” Mr Ziekenheiner says in the ad.
“People sometimes ask if it’s scary. It can be, but like anyone who has a job to do, you prepare — not just in terms of your equipment but also mentally and physically.”
Manu Airan, a brand spokesperson, said, “We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.”
The company faced backlash over a Super Bowl ad in February and many long-time customers decided to take their business elsewhere. Guess the company heard that loud and clear.