Harvard Case - Gillette Takes a Stand: Toxic Masculinity and #thebestmencanbe
"Gillette Takes a Stand: Toxic Masculinity and #thebestmencanbe" Harvard business case study is written by Stefanie Beninger, Karen Robson. It deals with the challenges in the field of Marketing. The case study is 8 page(s) long and it was first published on : Jan 17, 2020
At Fern Fort University, we recommend that Gillette continue to evolve its #TheBestMenCanBe campaign by integrating it more deeply into its core brand identity and marketing strategy. This involves leveraging the campaign's positive social impact to drive long-term brand loyalty and customer engagement, while simultaneously refining its messaging and execution to address criticisms and maximize its effectiveness.
2. Background
This case study examines Gillette's controversial 2019 #TheBestMenCanBe advertising campaign, which tackled the issue of toxic masculinity. The campaign sparked a heated debate, with some praising its social responsibility and others criticizing its tone and perceived attack on men. The case study explores the challenges and opportunities faced by Gillette in navigating this complex issue, while attempting to maintain its market share and brand image.
The main protagonists are:
- Gillette: A global leader in the men's grooming industry, facing declining market share and a changing consumer landscape.
- Procter & Gamble (P&G): The parent company of Gillette, seeking to revitalize its iconic brand and appeal to a new generation of consumers.
- Consumers: Diverse groups of men and women with varying opinions on the campaign's message and execution.
3. Analysis of the Case Study
To analyze the case study, we can utilize several frameworks:
1. SWOT Analysis:
- Strengths: Strong brand recognition, global reach, established product portfolio, commitment to social responsibility.
- Weaknesses: Perceived attack on men, potential backlash from consumers, lack of clear brand positioning, reliance on traditional marketing channels.
- Opportunities: Engage with diverse audiences, leverage digital marketing platforms, explore new product innovations, build stronger customer relationships.
- Threats: Competition from emerging brands, changing consumer preferences, economic downturns, social media backlash.
2. PESTEL Analysis:
- Political: Shifting political landscape, regulations on advertising and marketing.
- Economic: Global economic uncertainty, fluctuating consumer spending.
- Social: Growing awareness of social issues, increasing demand for ethical brands.
- Technological: Rise of digital marketing, social media platforms, influencer marketing.
- Environmental: Sustainability concerns, pressure to reduce environmental impact.
- Legal: Advertising regulations, intellectual property rights, consumer protection laws.
3. Marketing Mix (4Ps):
- Product: Gillette's product portfolio needs to be modernized and expanded to cater to diverse consumer needs.
- Price: Pricing strategies should be reviewed to ensure competitiveness and value for money.
- Place: Distribution channels need to be optimized to reach target markets effectively, including online and offline channels.
- Promotion: Marketing campaigns should be more targeted, engaging, and inclusive, leveraging digital marketing and social media platforms.
4. Recommendations
1. Integrate #TheBestMenCanBe into Brand Identity:
- Redefine Brand Positioning: Position Gillette as a brand that champions positive masculinity and inclusivity, going beyond just grooming products.
- Develop a Brand Manifesto: Articulate Gillette's values and mission around #TheBestMenCanBe, showcasing its commitment to social change.
- Integrate Messaging Across Channels: Consistently weave the campaign's message into all marketing materials, from product packaging to website content.
2. Refine Campaign Messaging and Execution:
- Address Criticisms: Acknowledge and address concerns raised by consumers, refining the campaign's tone and approach to be more inclusive and less accusatory.
- Focus on Positive Examples: Highlight positive examples of men embodying #TheBestMenCanBe, showcasing diverse role models and narratives.
- Engage in Dialogue: Encourage open conversations about masculinity and gender roles, fostering a platform for constructive dialogue and understanding.
3. Leverage Digital Marketing and Social Media:
- Target Specific Audiences: Utilize data analytics and social media insights to target specific demographics and interest groups.
- Partner with Influencers: Collaborate with relevant influencers who champion positive masculinity and social change.
- Create Engaging Content: Develop interactive content, video series, and social media campaigns that foster dialogue and encourage participation.
4. Foster Customer Relationships:
- Build a Community: Create online and offline communities where men can connect, share experiences, and support each other in becoming better versions of themselves.
- Offer Educational Resources: Provide access to resources and information on topics related to healthy masculinity, gender equality, and social responsibility.
- Implement Customer Relationship Management (CRM): Utilize CRM tools to personalize communication and tailor marketing efforts to individual customer needs.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Gillette's core competency lies in its expertise in men's grooming and its global reach. The #TheBestMenCanBe campaign aligns with its mission to empower men and contribute to positive social change.
- External Customers and Internal Clients: The recommendations address the concerns of both external customers (men and women) and internal clients (employees and stakeholders), aiming to build a more inclusive and sustainable brand.
- Competitors: By focusing on social responsibility and customer engagement, Gillette can differentiate itself from competitors and attract a new generation of consumers.
- Attractiveness: The recommendations are expected to drive long-term brand loyalty, increase market share, and enhance brand equity, ultimately leading to higher profitability.
6. Conclusion
Gillette's #TheBestMenCanBe campaign presents a unique opportunity to redefine its brand image and connect with a new generation of consumers. By integrating the campaign's message into its core identity, refining its execution, and leveraging digital marketing strategies, Gillette can transform itself into a leading force for positive change in the men's grooming industry.
7. Discussion
Alternative options not selected include:
- Abandoning the campaign: This would be a missed opportunity to connect with socially conscious consumers and could damage the brand's reputation.
- Focusing solely on product innovation: This would ignore the growing demand for brands with a strong social purpose and could lead to a decline in brand loyalty.
Key risks and assumptions:
- Consumer backlash: There is a risk of continued backlash from consumers who disagree with the campaign's message.
- Competition: Competitors could capitalize on Gillette's missteps and gain market share.
- Changing consumer preferences: Consumer preferences are constantly evolving, and the campaign's message may need to be adapted over time.
8. Next Steps
- Develop a detailed implementation plan: Outline specific actions, timelines, and resource allocation for each recommendation.
- Conduct market research: Gather feedback from target audiences to refine the campaign's messaging and execution.
- Monitor campaign performance: Track key metrics such as brand sentiment, social media engagement, and sales data to assess the campaign's effectiveness.
- Adapt and iterate: Continuously evaluate the campaign's impact and make adjustments as needed to optimize its results.
By taking these steps, Gillette can leverage the #TheBestMenCanBe campaign to achieve its business goals while making a positive impact on society.
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Case Description
In early January 2019, Gillette, one of the world's leading razor brands, ignited controversy with a specific advertisement-the "We Believe" video. This short film tackled toxic masculinity and encouraged men to be #TheBestMenCanBe. While Gillette historically focused on portraying men as athletes or as career-oriented individuals, the brand's promotions since the late 2010s had turned to a more diverse conceptualization of manhood. When launched on YouTube, the "We Believe" video proved to be extremely polarizing: both consumers and the general public were strongly divided on it. How could Gillette support social change while remaining competitive in light of the changing industry and broader social awareness? Though sales did not change following the release of the ad, questions still remained about Gillette's new direction and whether this approach ultimately helped or hindered its brand. What should Gillette do next?
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