GILLETTE #METOO COMMERICAL
That seemed to be the buzzword of our conversation. And listeners yes, I looked it up and I now know that Edgewell Personal Care owns Schick and it is not a P&G product.
With the success of the Nike Colin Kaepernick campaign, polarization is becoming the new way to garner free media share in advertising.
It is irrelevant of your stance on either issue, the fact is that these campaigns work, As a direct result, Nike’s worth increased 6 billion (31% increase) after the launch.
According to Eric Smallwood of Apex Marketingthe online only Gillette campaign generated 34 million in media exposure. This is a huge boost for P&G’s low producing grooming division. The real results will be revealed in April when P&G releases their Q3 earnings.
Watch the two ads below. What do you think? Is this the new way to launch large campaigns?