Gillette faces backlash over campaign addressing #MeToo movement
The company vowed to ‘actively challenge the stereotypes and expectations of what it means to be a man,’ but people have mixed reactions to the new messaging.
This article originally ran in 2019 and is part of our annual countdown of the most-viewed stories from PR Daily.
Gillette has put a new spin on its 30-year-old tagline, “the best a man can get”—and many are criticizing the move.
On its website, the company wrote:
Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow.
We’ve all got work to do. And it starts today.
Gillette launched its campaign with a short video it published on YouTube and shared across its social media profiles:
https://youtu.be/koPmuEyP3a0
“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at https://t.co/giHuGDEvlT. #TheBestMenCanBe pic.twitter.com/hhBL1XjFVo
— Gillette (@Gillette) January 14, 2019
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