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Gillette ad of Procter & Gamble: What is written about the "wake-up"



This does not promote a product. The ad has been released as part of the campaign "My Black is Beautiful".
A new P & G for Gillette this week comes from the same socially conscious book and asks men to look at their own toxic masculinity. 19659003] It's not uncommon for P & G's ads to look at social issues rather than to prepare products.

More companies may soon follow because customers want to see strong positions on politically busy topics such as race, immigration, gay rights, weapons and the environment.

"The strategy for" awake "business will be a big issue in 2019 as money is there," said Scott Galloway, founder of Gartner L2 Business Research and a marketing professor at New York University.

P & G is trying to position itself as a brand that can connect to younger consumers looking for companies that are consistent with their beliefs.

"P & G is in the business to sell products, looking for the company's long-term reputation," said Andrew Gilman, CEO of CommCore Consulting.

P & G (PG), who acquired Gillette in 2005, has a history of using unconventional advertising to highlight his business.
P & G is winning and praising for ads such as the "Always as a Girl" campaign, which challenges stereotypes for young girls and women, and Pantene's "Strong is Beautiful" campaign, which shows that NFL players are intermingling their daughter's hair.
His Secret The Deodorant showed a transsexual woman in 201
6. "There is no wrong way to be a woman," says a narrator in the ad.

"Important discussions can be difficult discussions and we do not deviate from that," said Damon Jones, vice president of global communications and advocacy at P & G.

"This is the best one can get

In 1989, when Gillette presented his slogan" Best Man Can Get ", he released the advertisement at a time of the Super Bowl showing men who are engaged in sports in the office marry their sons

"You look sharp … You came so far … Son of a … You are the champion. Gillette. The best that a man can get, "says the hymn in the ad

P & G's new ad" Believe "includes a voice telling about bullying, playing, sexual harassment and masculinity. the good that one can get

"We can not hide from it. We are going too long. We can not laugh at him doing the same old apologies. "Then, in direct connection with the #MeToo movement, the place says," Something has finally changed. "It closes with scenes of men who break battles, Brian Reber, Professor of Leadership in Crisis Communication at the University of Journalism, Grady, says Gillett recognizes her role in creating a problem. "Gillette implicitly says," We understand, we are part of from him. "This is the most unusual thing.

P & G is not the only company that (1969007) Nike (NKE) has recently turned Colin Cappernik into ads, relying on his own storyline storyline to stand out in the store, and in 2017 he launched a campaign "Equality" with the participation of athletes such as LeBron James, Serena Williams and gymnast Gabi Douglas.An announcement included Alicia Case, who sang Sam Cook "The change will come."

Making Kaepernick face on his 30th anniversary "Just Do It "campaign, the company tried to win support from its major clients: Young upuvachi large around the world. Nike has calculated that Kaepernick's loyal behavior and popularity with the stars will outlive the boycott and short-term pressure on the stock.
Nike's strategy has paid off, CEO Mark Parker told analysts in September that advertising resonates with consumers both in Pepsi's mistake

Gillette's and Nike's ads have been successful because they have clear brand relationships, said Reber, who also heads the University of the United States of Advertising and Public Relations "This type of advertising will become more and more common," he added. trying to project a global message of unity, peace and understanding.

Ram Trucks uses Martin Luther King Jr.'s speech in Super Bowl last year, which is also widespread to be artificial. use their slogan. "It will really hurt them if they do not go for a walk after they've promised," Reber said. "If they do not show through their future ad that they receive it, that's a problem."

Heather Kelly, CNN Business, contributed to this report.


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