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Gillette is 'shifting the spotlight from social issues' after series of woke ads — and losses


The razor brand will now focus on 'local heroes'

Image source: Gillette video screenshot

Global razor company Gillette has announced it is "shifting the spotlight from social issues" in its marketing strategy and is instead opting to feature "local heroes" in its advertising. The change comes after a series of controversial, "woke" ads released by the firm this year, and a stinging quarterly loss.

What are the details?

In January, Gillette caused an uproar when it attempted to take on "toxic masculinity" in the age of the #MeToo movement with an ad lecturing men to "hold other men accountable." Despite the backlash, the company waded further into the culture wars in April by launching a campaign aimed at "body positivity," but was widely accused of promoting unhealthy lifestyle choices.

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