Gillette brand takes a hit as ‘#metoo’ ad backfires

Gillette has seen consumer perceptions, including the key sales metric consideration, tumble in the UK in the wake of its ‘#metoo’ ad, despite the film not actually being aimed at the UK market.
The ad, which launched earlier this week, plays on Gillette’s famous slogan ‘The best a man can get’, replacing it with ‘The best men can be’. Aiming to “celebrate the stories of men making a positive impact and to inspire others in the process”, it