The Wall Street Journal – One of the manliest brands in men’s products has hit on an unusual strategy for divided times: Questioning “toxic masculinity.”
Gillette, the Procter & Gamble Co. brand that for three decades has used the tagline, “The Best A Man Can Get,” is building a new campaign around the #MeToo movement, a risky approach that will be the latest test of how successfully big consumer brands can navigate tricky social movements.
The ad, created by the brand’s ad agency Grey and titled “We Believe,” opens with audio of news about the #MeToo movement, bullying and “toxic masculinity.” A narrator goes on to dispute the notion that “boys will be boys.”
