Society/Culture Gillette suggests most of its customers are sexist, predatory, bullies. Good idea?

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Snake_Baker

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Attention all you rapists in waiting!


‘We will continue to represent men at their best’: Gillette’s backflip after ‘toxic masculinity’ backlash

news.com.auAugust 22, 2019

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.” The ad spruiks the brand’s SkinGuard range, highlighting the issue of sensitive skin for men who shave every day — including firefighters, who are required to be clean-shaven as it enables a proper seal for their breathing mask. “We have a very clear strategy when it comes to how we authentically connect with our consumers,” said Manu Airan, associate brand director for Gillette Australia and New Zealand. “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.”

Parent company P&G last month took a nearly $12 billion ($US8 billion) writedown in the value of the 118-year-old shaving business it purchased in 2005 for $84 billion ($US57 billion).

While the company blamed the writedown primarily on a strengthening US dollar, it said the non-cash impairment charge was also due to increased competition and a shrinking market for razors as men shave less frequently. Mr Airan said while shaving frequency had been reducing, “for us it’s an opportunity”. “Despite shaving frequency decreasing our sales have increased (thanks to) the innovation we are bringing to consumers’ unmet needs,” he said. Conservative critics were quick to connect the writedown to the brand’s recent push into progressive social issues, which rival Schick has pointedly mocked with a series of lighthearted ads taglined “The Man I Am”.

Advertising is increasingly the battleground of the culture wars, with big brands like Target, Nike and Starbucks copping backlash, and praise, for taking sides in divisive social and political issues like race, gender and sexuality. But by alienating roughly 50 per cent of potential customers, many brands end up taking a hit to their bottom line — “Get woke, go broke.”

In January, Gillette sparked an online firestorm and boycott threats with an ad about the #metoo movement challenging men to “shave their toxic masculinity”. The ad, which depicted various scenes of men bullying and catcalling women, asked, “Is this the best a man can get? Is it?” The “We Believe” ad was labelled by some in the media as an “attack on men”, but others praised the brand for starting a “conversation”. In May, Gillette followed up with an ad featuring a father teaching his transgender son how to shave for the first time. While the “First Shave” ad was generally well received, it was widely seen as Gillette doubling down on its push into social issues. In response to one Facebook comment, the company said, “We believe brands play a role in influencing culture and have a responsibility to use their voice for good.”

Pressed on whether Gillette would continue to talk about divisive issues like toxic masculinity, Mr Airan repeated, “We will continue to represent men at their best. This is our purpose and has been our purpose consistently for 118 years and that is not changing.”


 

Snake_Baker

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More from the "get woke, go broke" playbook:


Retail billionaire Gerry Harvey, founder and chairman of the Harvey Norman chain, has blasted some of the custodians of the nation’s $2.8 trillion superannuation industry for their obsession with gender-diversity guidelines and “tick-a-box” mentality to corporate governance.

Mr Harvey said he was frustrated by super fund executives and their boards, so-called corporate governance experts and fellow travellers in the social corporate responsibility industry who were pressuring him to change his business practices, saying if he followed their guidelines Harvey Norman would “go backwards”. Rival retailers such as Myer and David Jones had slavishly adhered to the corporate governance orders laid down by these groups, he said, but their businesses were now paying the price, with his own Harvey Norman “beating the s**t out of them’’.

He said the nation’s two big department stores had diversity in the boardroom, with female directors and independent directors, but in most cases they weren’t even retailers.

“Myer and David Jones get all of that box ticking right according to corporate governance rules,’’ Mr Harvey said, “and super funds buy shares in them as they tick all the boxes.”

When asked about the pressure coming from super funds and corporate governance activists, Mr Harvey told The Weekend Australian: “I’ve never spoken to anyone yet that runs a public company, that started the public company, that doesn’t agree with me. Now I haven’t got any problem with these people having a view, but I’ve got the right to have a view too, and my argument is they are wrong and they don’t know they are wrong.

“They want me to toe the line … and that can be a big problem because they are not practical people. Our results speak for themselves over a period of 50 years.’’

Those results were on display yesterday when Harvey Norman posted a 7.2 per cent increase in full-year net profit to $402.32 million at a time when most retailers are struggling to grow profits.

David Jones on Thursday revealed its operating profit had almost halved to $37m.


 

Snake_Baker

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Gillette suggests most of its customers are sexist, predatory, bullies. Good idea?
Apparently not.

NEW YORK, Aug. 27, 2019 /PRNewswire/ -- Engagement Labs (TSXV: EL), an industry-leading data and analytics firm that provides social intelligence for Fortune 500 companies, has released a new report, "360° Social Analytics: Going Beyond Social Media to Grow Brands," that reveals the surprising degree to which online and offline conversations operate independently from each other; in fact, there is virtually no correlation between online and offline sentiment.

As more marketing landscape challenges arise for brands, from the decline of advertising from cord cutters to brand controversies in a highly politicized environment — marketers need to look into measurement strategies that treat social media conversations and offline conversations as separate, but equally important channels of consumer experience. Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a recent paper published in the MIT Sloan Management Review.

In this report, Engagement Labs undertook a comprehensive analysis, lining up the week-to-week trends for the online and offline conversation trends for 500 brands across multiple sectors such as beauty, personal care, retail, technology, financial services and dining with correlations data for 80 brands, as well as more detailed analytics of Gillette, United Airlines, and Herbal Essences as three case studies.

The Company looked at several key metrics that drive business outcomes, including conversation volume, sentiment, brand sharing (talking about and sharing brand marketing), and influence (connecting with everyday influencers). The report presented that none of those metrics display meaningful correlation between online and offline discussions for brands.

"At a time when social media channels are spreading controversial opinions and outrage, it's vital for marketers to realize that they do not always reflect consumer sentiment in the real world," said Ed Keller, CEO of Engagement Labs. "Overreacting to the latest social media blow-up poses major risks for brands. It is vital to have a holistic measurement system that incorporates both online and offline conversations," added Keller.


The full white paper, "360° Social Analytics: Going Beyond Social Media to Grow Brands" is available for download at http://bit.ly/2NmAeGq.
 

Gethelred

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Apparently not.

NEW YORK, Aug. 27, 2019 /PRNewswire/ -- Engagement Labs (TSXV: EL), an industry-leading data and analytics firm that provides social intelligence for Fortune 500 companies, has released a new report, "360° Social Analytics: Going Beyond Social Media to Grow Brands," that reveals the surprising degree to which online and offline conversations operate independently from each other; in fact, there is virtually no correlation between online and offline sentiment.

As more marketing landscape challenges arise for brands, from the decline of advertising from cord cutters to brand controversies in a highly politicized environment — marketers need to look into measurement strategies that treat social media conversations and offline conversations as separate, but equally important channels of consumer experience. Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a recent paper published in the MIT Sloan Management Review.

In this report, Engagement Labs undertook a comprehensive analysis, lining up the week-to-week trends for the online and offline conversation trends for 500 brands across multiple sectors such as beauty, personal care, retail, technology, financial services and dining with correlations data for 80 brands, as well as more detailed analytics of Gillette, United Airlines, and Herbal Essences as three case studies.

The Company looked at several key metrics that drive business outcomes, including conversation volume, sentiment, brand sharing (talking about and sharing brand marketing), and influence (connecting with everyday influencers). The report presented that none of those metrics display meaningful correlation between online and offline discussions for brands.

"At a time when social media channels are spreading controversial opinions and outrage, it's vital for marketers to realize that they do not always reflect consumer sentiment in the real world," said Ed Keller, CEO of Engagement Labs. "Overreacting to the latest social media blow-up poses major risks for brands. It is vital to have a holistic measurement system that incorporates both online and offline conversations," added Keller.


The full white paper, "360° Social Analytics: Going Beyond Social Media to Grow Brands" is available for download at http://bit.ly/2NmAeGq.
There's a surprise; businesses operate to market their products, and if you've thrown out/burnt/kicked the sh*t out of your last razor you're going to need another one. They're staking odds on the fact that when getting another razor, there's no-one who knows you kicked/burnt/threw out your last razor, and you're probably over your fit of pique and kind of feeling a little silly.

Online outrage does not equate to real world outrage, but it does to real world name recognition.
 

Scotland

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Slight tangent but did enjoy this one:


“We are seeing diversity fatigue everywhere,” she said. “We need to reignite the space so that people aren’t checking out from talking about diversity and inclusion.”

She said there was now an “artificial harmony” in that Australia’s technology businesses were, generally speaking, all supportive of diversity and inclusion, but more because people felt they had to say they were in order to keep up with current trends.

“This is the invisible barrier to real change. People are thinking more about what they think they need to say, a focus on being politically correct, rather than focusing on inserting themselves into the issue and understanding that every single one of us has a responsibility to re-evaluate how we can be more inclusive,” she said.


It applies to marketing, too. Companies more interested in saying the right thing (to whom?) than advertising their products and services to their customer base.
 

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Balls In

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Scandanavian Airlines doing a Gillette and offending their customers with their inspired "what is Scandaniavian, absolutely nothing" pitch that claims virtually all of the region’s culture and achievements are borrowed or stolen.

After their You tube ad scored an impressive 43,000 dislikes (to just 1600 likes) the Airline pulled the add and disabled comments, before reviving a modified version of the ad a couple of days later. In a statement by SAS they stand by the message of the original ad and claiming that it had been "hijacked" by "far right" (which I'm sure all the original 43,000 dislikers are).

So far this revised ad pitch is doing brilliantly well and has garnered 130,000 views, 32,000 dislikes and 1300 likes.
 
Last edited:

CM86

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Scandanavian Airlines doing a Gillette and offending their customers with their inspired "what is Scandaniavian absolutely nothing" pitch that claims virtually all of the region’s culture and achievements are borrowed or stolen.
Where did you get that quote from?
Because the change in that quote changes the entire message.

I googled your quote, and it's from 4chan/4plebs.



The ad is talking about how great Scandinavia is, because they take the best parts from around the world and improve them.

"What is truly Scandinavian, absolutely nothing".

It's praising Scandinavia and advertising for travel.

https://www.theguardian.com/world/2...irline-clarifies-ad-after-far-right-criticism
“We take everything we like on our trips abroad, adjust it a little bit, and it’s a unique Scandinavian thing,” it said. But anti-immigration and far-right parties in Sweden and Denmark said the campaign was disrespectful of Scandinavian culture.​
“I have always flown SAS a lot, but I would have a bad taste in my mouth if I did so again because they spit on us like that,” said Søren Espersen, the foreign affairs spokesperson of the Danish People’s party, support for which has waned recently after mainstream parties adopted its hardline anti-immigration stance.​



And because of this has been misrepresented and used as propaganda by extremists, we have this situation.
A street in central Copenhagen was briefly shut down on Thursday after &Co, the Danish advertising agency that devised the campaign, received a bomb threat by email.​




Short version:


Original version:

This isn't a left vs right issues. Let's not legitimise this bullshit as anything more than it is. Please.
 

Scotland

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Scandanavian Airlines doing a Gillette and offending their customers with their inspired "what is Scandaniavian, absolutely nothing" pitch that claims virtually all of the region’s culture and achievements are borrowed or stolen.
Where did you get that quote from?
Because the change in that quote changes the entire message.

I googled your quote, and it's from 4chan/4plebs.

The ad is talking about how great Scandinavia is, because they take the best parts from around the world and improve them.

"What is truly Scandinavian, absolutely nothing".
Wow what a massive distinction.
 

CM86

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Wow what a massive distinction.
Swedish meatballs.
While not truly Scandinavian, as they didn't originate in Scandinavia, they are part of Scandinavia now as they've been taken and improved.


That's the way it's being targeted by the far right.
As a claim that Scandinavia is nothing. Providing fodder to people who believe the 'white genocide' myth.

The ad isn't saying Scandinavia doesn't have a rich culture, it's saying an important part of it comes from travel.
They're saying that... because they sell travel.


The more I try to argue this, and the more flippant replies I get... the more people will view this as a choice of sides to take, and agree with the propaganda.
 

Balls In

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Where did you get that quote from?
Because the change in that quote changes the entire message.

I googled your quote, and it's from 4chan/4plebs.



The ad is talking about how great Scandinavia is, because they take the best parts from around the world and improve them.

"What is truly Scandinavian, absolutely nothing".

It's praising Scandinavia and advertising for travel.

https://www.theguardian.com/world/2...irline-clarifies-ad-after-far-right-criticism
“We take everything we like on our trips abroad, adjust it a little bit, and it’s a unique Scandinavian thing,” it said. But anti-immigration and far-right parties in Sweden and Denmark said the campaign was disrespectful of Scandinavian culture.​
“I have always flown SAS a lot, but I would have a bad taste in my mouth if I did so again because they spit on us like that,” said Søren Espersen, the foreign affairs spokesperson of the Danish People’s party, support for which has waned recently after mainstream parties adopted its hardline anti-immigration stance.​



And because of this has been misrepresented and used as propaganda by extremists, we have this situation.
A street in central Copenhagen was briefly shut down on Thursday after &Co, the Danish advertising agency that devised the campaign, received a bomb threat by email.​




Short version:


Original version:

This isn't a left vs right issues. Let's not legitimise this bullshit as anything more than it is. Please.
Are you for real?
 

That Brisbane guy

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Scandanavian Airlines doing a Gillette and offending their customers with their inspired "what is Scandaniavian, absolutely nothing" pitch that claims virtually all of the region’s culture and achievements are borrowed or stolen.

After their You tube ad scored an impressive 43,000 dislikes (to just 1600 likes) the Airline pulled the add and disabled comments, before reviving a modified version of the ad a couple of days later with a statement that they stand by the message of the original ad and claiming that it had been "hijacked" by "far right" (which I'm sure all the original 43,000 dislikers are).

So far this revised ad pitch is doing brilliantly well and has garnered 130,000 views, 32,000 dislikes and 1300 likes.
This wasn't hijacked by the 'far-right' as some left wing posters are suggesting. The mainstream public were outraged by this ad which is why the airline backtracked and deleted it. What's the difference between the original and the revised ad by the way?
 

FireKrakouer

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What absolute goose came up with that idea? "Let's tell our customers that they have no culture and everything they do have is plagiarized". My alpha viking warrior ancestors are looking down from Valhalla in disgust!
 

Balls In

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"What is Scandiniavian, absolutely nothing" and "what is truly Scandiniavian, absolutely nothing" are near identical statements. FFS.
Yeah that distinction alters nothing whatsever. The ad totally missed the mark and people are rejecting its message at a rate of 50 to 1. Why do these companies do it? As an airline people could easily boycott flying with them.
 

Seeds

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Scandanavian Airlines doing a Gillette and offending their customers with their inspired "what is Scandaniavian, absolutely nothing" pitch that claims virtually all of the region’s culture and achievements are borrowed or stolen.

After their You tube ad scored an impressive 43,000 dislikes (to just 1600 likes) the Airline pulled the add and disabled comments, before reviving a modified version of the ad a couple of days later with a statement that they stand by the message of the original ad and claiming that it had been "hijacked" by "far right" (which I'm sure all the original 43,000 dislikers are).

So far this revised ad pitch is doing brilliantly well and has garnered 130,000 views, 32,000 dislikes and 1300 likes.
Pilfering and maraudng other countries by sea is scandanavian. Maybe they just want to forget those 1000 or so years of history.
 

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