When I first saw Gillette's “We Believe” ad, I was quite sceptical. How is that a brand known for its razor-sharp machoness suddenly take a stand against toxic masculinity, bullying and sexual harassment? By engaging with the #MeToo movement, the company’s new advertising campaign plays on its 30-year tagline “The best a man can get”, replacing it with “The best men can be”.
Gone are the days when marketing communication was about pitching strategically thought out product benefits in witty consumer-speak and well-crafted visuals. I can hear marketers breathe a collective sigh of relief at its demise. Because, clearly, its replacement, the cause marketing campaign is an easier beast to tame, right?