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Gillette’s Ad Angered Old Customers in Pursuit of New Ones

  • ‘Do better’ message lands with millennials and Gen X shavers
  • Negative reaction is roughly on par with Nike’s Kaepernick ad
Procter & Gamble Co. Products Ahead Of Earnings Figures
Photographer: Daniel Acker/Bloomberg

Procter & Gamble Co.’s Gillette ad asked men to consider doing better. As a result, at least some are willing to consider Gillette.

Though the early reaction seemed to be dominated by male umbrage, early data suggests the ad split two important groups for the brand. More than half of younger men -- a group the 117-year-old brand’s struggled with -- reacted positively, according to survey data from Harris Poll. Their dads, though, were more likely to be offended.