Re: How Can We Piss Off Our Customers Today? A P&G Case Study
Posted: Thu Aug 01, 2019 8:08 pm
Below the fold:
The ad accelerated the decline in the very market it was targeted to improve.Gillette’s CEO and president, Gary Coombe, says that angering some consumers with its #metoo campaign was a “price worth paying” if it meant the brand could increase its relevance among younger consumers and turn around its falling market share...
Gillette made the decision to launch the campaign in a bid to target the millennial market...
But Coombe admitted Gillette's strategy hadn't helped. He explained: "The worst thing during through that period was, we also lost connection with the millennial generation. Gillette quickly became the brand of the millennial generation's dads."