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Gillette: The Best Controversy a Man Can Get

Allison Johnson ; Neil Bendle ; Angela Wang

Reference: IVEY-9B20A072-E
Year: 2019
Number of pages: 9
Geographic Setting: United States
Publication Date: Aug 31, 2020
Fecha de edición: Aug 31, 2020
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Retail Trade;

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Description

In March 2019, the head marketing consultant at an advertising agency was thinking about a new pitch for the Gillette brand, which had just experienced a tumultuous two months. In January 2019, Gillette’s controversial “We Believe” ad had been released to

Learning Objective

This case is intended for undergraduate- and graduate-level introductory courses in marketing to address the objectives of marketing strategies. It is also useful for considering the impact of social media on marketing. After working through the case and

Keywords

Boycott Gender issues Social media