Millennials Stare Into the Void, and Gillette Stares Back
Can marketers rebrand capitalism for young Americans?
On Monday, the men’s shaving brand Gillette released a new commercial and social-responsibility initiative, and the internet had some feedback. The ad, which shifts Gillette’s longtime tagline from “The Best a Man Can Get” to “The Best Men Can Be,” is intended to mark the brand’s 30th anniversary and reflect on the masculine ideals the razor purveyor has endorsed in the past and will demonstrate going forward. It also promises million-dollar donations to nonprofits with related goals over the next three years, starting with the Boys & Girls Club of America.
Reactions were very mixed and very loud, even though the ad
