Gillette Boss: Alienating Some Consumers With #MeToo Campaign Was A Price Worth Paying

by MR Magazine Staff

Gillette’s CEO and president, Gary Coombe, says that angering some consumers with its #metoo campaign was a “price worth paying” if it meant the brand could increase its relevance among younger consumers and turn around its falling market share. In January, the shaving brand launched a campaign in response to the Me Too movement that urged men to hold each other to a higher standard and to step up when they see fellow men acting inappropriately. The video received intense criticism on social media, with some even calling for a boycott of the brand. Read more at Marketing Week.