• Shaving giant Gillette knew that its new ad addressing the #MeToo movement would be divisive. But the brand still went ahead with it in order to continue to appeal to future generations of customers.
  • The ad is part of a broader brand repositioning, and turns Gillette’s 30-year-old tagline “The Best A Man Can Get” on its head, making it a call for men to take an inward look and placing the onus on them to be the best versions of themselves.
  • Pankaj Bhalla, brand director for Gillette and Venus, called it it “a statement of self-reflection” from the brand.
  • Gillette first started brainstorming the repositioning in the spring of 2018, and ran several qualitative tests before running it.

Gillette was well aware that its new ad would ruffle some feathers.

But it still went ahead with it because it knew it needed to reposition itself to continue to resonate with the next generation of its customers, and wanted to leverage its position as a 117 year-old brand and a market leader to spark dialogue.

“We knew that this particular commercial would trigger a conversation,” Pankaj Bhalla, brand director for Gillette and Venus, told Business Insider. “The idea was to get people thinking, because the belief was that good advertising does trigger a healthy debate.”

We Believe,” which debuted on Monday, minces no words in attempting to address toxic masculinity. The minute-and-a-half spot opens with a montage of news anchors covering the #MeToo-related movement, followed by a narrator asking: “Is this the best a man can get? Is it?” The narration then continues over scenes of men changing their behavior, whether it is how they respond to bullying or how they interact with women.

It turns Gillette’s 30-year-old tagline “The Best A Man Can Get” on its head, repositioning it as a call for men to take an inward look and placing the onus on them…