Brand Purpose

What Marketers Can Learn About Taking a Stand From Gillette

The brand targeted toxic masculinity, and reviews were mixed

Gillette's new campaign "We Believe: The Best Men Can Be" received praise and criticism for its stance on toxic masculinity. Gillette

By Jim Coleman

January 15, 2019

You’ve no doubt already seen the furor around Gillette’s “We Believe: The Best Men Can Be” spot. Just a day into its release, and it’s attracted huge amounts of praise and criticism for its focus on bullying, the #MeToo movement and toxic masculinity.

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Jim Coleman
@MrJimColeman Jim Coleman is the U.K. CEO of global socially-led creative agency We Are Social.
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