Imagine this: You’re running a multi-billion dollar company that sells razors, and whose target customer demographic is men. Then one day, for no reason at all, you wake up and decide that the best move for your company would be to bash nearly every member of your target customer demographic by telling them that they’re very existence is “toxic.”
Enter Gillette. A multi-billion dollar company that sells razors, and whose target customer demographic is men – who decided to do just that!
In January, Gillette launched the following ad, accusing its customers of being “toxically masculine,” and connecting them with the #MeToo movement, in which high profile Hollywood and political media men were accused of sexual harassment and assault.
The ad depicts a corporate executive speaking on behalf of a female colleague in a meeting, and boys roughhousing on someone’s lawn. The razor company took particular issue with the phrase “boys will be boys.”
The ad was very popular, particularly among liberal females, on Twitter.
But remember: liberal females are not Gillette’s target audience. Ordinary males – the vast majority of whom have never engaged in sexual harassment or assault, are. And the ad was, apparently, not very popular among them.
“P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash write down of Gillette. For the same period last year, P&G’s net income was $1.89 billion, or 72 cents per share,” Reuters said at the end of July.
P&G is Procter & Gamble, Gillette’s parent company.
The company blamed competition like Dollar Shave Club for its massive losses – and perhaps that is true. Perhaps, after seeing Gillette’s super woke ad that insulted them, Gillette’s customers sought out Gillette’s competition and began to buy their products, instead. That’s how this works.
The company appears remorseful.
“It was pretty stark. We were losing share, we were losing awareness and penetration, and something had to be done… [we decided to] take a chance in an emotionally-charged way,” Gillette CEO and President Gary Coombe said of the ad campaign.
Gillette also appears to have backed off of the social justice tactics.
It’s latest ad depicts a very masculine firefighter talking about why he does his very masculine job. Multiple reports suggest that company will focus on “local heroes” in their newest ad lineup.
There are plenty of other examples of getting woke and subsequently going broke, too. One recent casualty of wokeness was The Boy Scouts, who ended a ban on gay adult volunteers, and then invited girls to join their club for inclusivity purposes. They recently filed for bankruptcy. A bunch of left wing propaganda outlets, as well as individual “journalists” have succumbed to wokeness, too. The full list can be viewed here.
Colin Kaepernick, former NFL Quarterback to social justice dweeb is a semi-exception to the rule. When he got woke and decided to kneel for the National Anthem to protest “police brutality,” he was shunned from the league. He hasn’t been able to get a contract since.
However, he signed a lucrative deal with Nike to be one of the company’s spokespeople, and has a signature line: “Believe in something, even if it means sacrificing everything.”
Watch for Nike to go broke next.
Peter D'Abrosca is a freelance investigative reporter, author, and conservative political commentator.
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