Nike went a little more subtle with the Kaepernick campaign and, despite protests and a boycott, added an additional $6 billion. Does a brand worry about that? Is there bad publicity? Gillette explained that the brand wants to make the connection with the Millennials, ‘because they should all be woke’. “We weren’t trying to stir controversy,” said Pankaj Bhalla, Gillette’s brand director.

Sports and brand equity

We were just trying to upgrade the story we’ve had for 30 years – the Best a Man Can Get – and make it relevant. I don’t think our intention was to have controversy for the sake of controversy.” Also read: Grip on working from home: from temporary Benin Phone Number solutions to smart collaboration 37 million views later, the like and dislike counter is at 835K:1,6M, so 1:2 (without the option of commenting).

Freedom versus responsibility

Bite Size Halloween

So it’s not that bad and there were also many vocal proponents (including celebs). The advertisement quoted Hanneke Faber, Unilever’s marketing boss, who swears by the argument formula. ‘Brands must dare to make enemies. It is better to have a lot of brand haters than to sail past as a brand as a ship in the night, unnoticed by the masses. If you have enemies, you usually have fans.

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