Connect with us
[the_ad id="89560"]

Uncategorized

Razor burn: Gillette ad stirs online uproar

Published

5 minute read

NEW YORK — A Gillette ad for men invoking the #MeToo movement is sparking intense online backlash, with accusations that it talks down to men and groups calling for a boycott. But Gillette says it doesn’t mind sparking a discussion. Since it debuted Monday, the Internet-only ad has garnered nearly 19 million views on YouTube, Facebook and Twitter — a level of buzz that any brand would covet.

The two-minute ad from Procter & Gamble’s razor brand shows men and boys engaging in bullying and sexual harassment and encourages men to “say the right thing” and “act the right way.” Taking on bullying, sexual harassment and toxic masculinity is a big task for a razor brand. Many critics took to social media saying it was insulting to men and laden with stereotypes.

The uproar comes as Gillette battles upstarts like Harry’s, Dollar Shave Club and others for millennial dollars. Gillette controlled about 70 per cent of the U.S. market a decade ago. Last year, its market share dropped to below 50 per cent, according to Euromonitor.

Allen Adamson, co-founder of branding firm Metaforce, called the ad a “hail Mary” pass from the 117-year-old company. But he added that online buzz, whether positive or negative, rarely makes a long-term difference for a marketer since memory fades quickly.

“Getting noticed and getting buzz is no easy task, and they’ve managed to break through,” Adamson said. “Most advertisers advertise, and no one notices because there is so much noise in the marketplace, so just getting noticed Is a big win, especially for low-interest category like a razor.”

On the flip side, it probably won’t sell many razors either, he said.

Some cheers were mixed in with the social media boos. In a tweet, actress Jessica Chastain thanked Gillette “for this reminder of the beauty of men. I’m so moved by your call to action.”

The ad echoes other attempts by major advertisers to take on social issues. Pepsi pulled an ad in 2017 showing Kendall Jenner giving a cop a Pepsi during a protest and apologized after an outcry that it trivialized “Black Lives Matter” and other protest movements. Nike polarized the nation with an ad featuring ex-NFL player Colin Kaepernick who started a wave of protests among NFL players of police brutality, racial inequality and other social issues.

Sales weren’t affected in either of those cases. When controversy does affect sales, it is usually over something more substantive than an ad. Lululemon saw sales tumble in 2013 after a string of PR disasters including manufacturing problems that caused their pricey yoga pants to become see through and fat-shaming comments from their founder. But even that was short lived.

Ronn Torossian, CEO of 5WPR, said that much like Nike’s Kaepernick ad, Gillette likely knew the ad would garner online debate.

“Nike knew what they were getting themselves into,” Torossian said. The ad with Kapernick was “making a lot of noise, and it can’t be a surprise to (Gillette) that this is making a lot of noise.”

P&G, one of the world’s largest advertisers, is known for its anthemic spots that appeal to emotions during the Olympics and other events, often aimed at women, such as the tear-jerking “Thank You Mom” Olympics branding campaign and Always “Like a Girl” 2014 Super Bowl ad.

Pankaj Bhalla, North America brand director on Gillette says the controversy was not the intended goal of the ad, which is part of a larger campaign that takes a look at redefining Gillette’s longtime tagline “The Best a Man Can Get,” in different ways. Another online ad features one-handed NFL rookie Shaquem Griffin.

While he doesn’t want to lose sales or a boycott over the ad, “we would not discourage conversation or discussion because of that,” he said.

“Our ultimate aim is to groom the next generation of men, and if any of this helps even in a little way we’ll consider that a success,” he said.

Larry Chiagouris, marketing professor at Pace University, is skeptical.

“Treating people with respect, who can argue with that, but they’re kind of late to the party here, that’s the biggest problem,” he said. “It’s gratuitous and self-serving.”

Mae Anderson, The Associated Press

Storytelling is in our DNA. We provide credible, compelling multimedia storytelling and services in English and French to help captivate your digital, broadcast and print audiences. As Canada’s national news agency for 100 years, we give Canadians an unbiased news source, driven by truth, accuracy and timeliness.

Follow Author

Uncategorized

Kananaskis G7 meeting the right setting for U.S. and Canada to reassert energy ties

Published on

Energy security, resilience and affordability have long been protected by a continentally integrated energy sector.

The G7 summit in Kananaskis, Alberta, offers a key platform to reassert how North American energy cooperation has made the U.S. and Canada stronger, according to a joint statement from The Heritage Foundation, the foremost American conservative think tank, and MEI, a pan-Canadian research and educational policy organization.

“Energy cooperation between Canada, Mexico and the United States is vital for the Western World’s energy security,” says Diana Furchtgott-Roth, director of the Center for Energy, Climate and Environment and the Herbert and Joyce Morgan Fellow at the Heritage Foundation, and one of America’s most prominent energy experts. “Both President Trump and Prime Minister Carney share energy as a key priority for their respective administrations.

She added, “The G7 should embrace energy abundance by cooperating and committing to a rapid expansion of energy infrastructure. Members should commit to streamlined permitting, including a one-stop shop permitting and environmental review process, to unleash the capital investment necessary to make energy abundance a reality.”

North America’s energy industry is continentally integrated, benefitting from a blend of U.S. light crude oil and Mexican and Canadian heavy crude oil that keeps the continent’s refineries running smoothly.

Each day, Canada exports 2.8 million barrels of oil to the United States.

These get refined into gasoline, diesel and other higher value-added products that furnish the U.S. market with reliable and affordable energy, as well as exported to other countries, including some 780,000 barrels per day of finished products that get exported to Canada and 1.08 million barrels per day to Mexico.

A similar situation occurs with natural gas, where Canada ships 8.7 billion cubic feet of natural gas per day to the United States through a continental network of pipelines.

This gets consumed by U.S. households, as well as transformed into liquefied natural gas products, of which the United States exports 11.5 billion cubic feet per day, mostly from ports in Louisiana, Texas and Maryland.

“The abundance and complementarity of Canada and the United States’ energy resources have made both nations more prosperous and more secure in their supply,” says Daniel Dufort, president and CEO of the MEI. “Both countries stand to reduce dependence on Chinese and Russian energy by expanding their pipeline networks – the United States to the East and Canada to the West – to supply their European and Asian allies in an increasingly turbulent world.”

Under this scenario, Europe would buy more high-value light oil from the U.S., whose domestic needs would be back-stopped by lower-priced heavy oil imports from Canada, whereas Asia would consume more LNG from Canada, diminishing China and Russia’s economic and strategic leverage over it.

* * *

The MEI is an independent public policy think tank with offices in Montreal, Ottawa, and Calgary. Through its publications, media appearances, and advisory services to policymakers, the MEI stimulates public policy debate and reforms based on sound economics and entrepreneurship.

As the nation’s largest, most broadly supported conservative research and educational institution, The Heritage Foundation has been leading the American conservative movement since our founding in 1973. The Heritage Foundation reaches more than 10 million members, advocates, and concerned Americans every day with information on critical issues facing America.

Continue Reading

Uncategorized

Poilievre on 2025 Election Interference – Carney sill hasn’t fired Liberal MP in Chinese election interference scandal

Published on

From Conservative Party Communications

Yes. He must be disqualified. I find it incredible that Mark Carney would allow someone to run for his party that called for a Canadian citizen to be handed over to a foreign government on a bounty, a foreign government that would almost certainly execute that Canadian citizen.

 

“Think about that for a second. We have a Liberal MP saying that a Canadian citizen should be handed over to a foreign dictatorship to get a bounty so that that citizen could be murdered. And Mark Carney says he should stay on as a candidate. What does that say about whether Mark Carney would protect Canadians?

“Mark Carney is deeply conflicted. Just in November, he went to Beijing and secured a quarter-billion-dollar loan for his company from a state-owned Chinese bank. He’s deeply compromised, and he will never stand up for Canada against any foreign regime. It is another reason why Mr. Carney must show us all his assets, all the money he owes, all the money that his companies owe to foreign hostile regimes. And this story might not be entirely the story of the bounty, and a Liberal MP calling for a Canadian to be handed over for execution to a foreign government might not be something that the everyday Canadian can relate to because it’s so outrageous. But I ask you this, if Mark Carney would allow his Liberal MP to make a comment like this, when would he ever protect Canada or Canadians against foreign hostility?

“He has never put Canada first, and that’s why we cannot have a fourth Liberal term. After the Lost Liberal Decade, our country is a playground for foreign interference. Our economy is weaker than ever before. Our people more divided. We need a change to put Canada first with a new government that will stand up for the security and economy of our citizens and take back control of our destiny. Let’s bring it home.”

 

Continue Reading

Trending

X