3 key takeaways from Gillette's 'We Believe' ad that brands can incorporate

"Boycott!" "It's exploitative!" "Damaging!" “It’s gratuitous and self-serving!” 117-years-old razor company Gillette released a content film called "We Believe" to take on toxic masculinity. To date, it has garnered 18 million views with 922,000 down votes versus 484,000 up votes it received. The ad is challenging if this is the best men can get.   It is  portraying scenes of boys bullying or fighting each other and men discriminating against women, drawing from the #MeToo movement. The film later explains that today's men can do better by actively pointing out toxic behavior, and ends with showing how real men should behave by telling their sons. British journalist Piers Morgan reacted with outrage, saying the ad made a general statement that all men are bad, asking for many to boycott. “I’ve used Gillette razors my entire adult life, but this meaningless virtue-signaling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity. Let boys be damn boys. Let men be damn men.” Morgan says. Whatever the reactions are, this isn't the first time a brand has caused so much global controversy and debate.When brands tap into a social or political issue, everyone reacts differently. Some with rage and anger, others with pride and compassion. Countless parents across Facebook shared the YouTube link, saying how the ad brought them to tears. Just last year, when Nike endorsed Colin Kaepernick, Donald Trump responded by saying it's sending a "terrible message." Kaepernick didn't want to show pride in a flag that oppresses black people.  Nike stood its ground and was not only respected later but earned US$6 billion. Whatever the outcome might be, you can't deny the fact that this has sparked a global conversation that will continue even after this ad. The free millions of impressions and awareness that continue to generate are astounding.  When was the last time we spoke about a shaver? From a marketing perspective, I’d like to share three key takeaways we should learn from Gillette's bold move: 1) Successful brands are brave brands "He who is not courageous enough to take risks will accomplish nothing in life." - Muhammad Ali Building a successful brand is always about taking the right risks. But there are others who prefer playing it safe, weighing in all their moves till nothing happens. The biggest players are the ones who played with fire, maybe got burnt but they keep trying. Every company should be brave at least once. It’s easy to criticise, complain and be a spectator, it hard to believe in something and make it happen. This is one of the ways for marketers to truly discover their brand potential. Risk takers manage to push frontiers and think big, which drives growth. The most prominent brand in the world, like P&G, is known for its brave work that appeals. Such as the tear-jerking “Thank You Mom” Olympics branding campaign and Always “Like a Girl” 2014 Super Bowl ad.  The Gillette ad is an example of brave communication, with the Icelandic Ministry of Foreign Affairs even tweeting about it.Brave brands are where they are today because they dared to establish new territories for themselves.   2) To stand out, brands need to take a stand Nearly two-thirds of consumers want companies to take a stand on social issues, according to the 2018 Edelman Earned Brand report. The report also found that 64% of consumers worldwide are “belief-driven buyers.”, up from 51% a year ago. Gillette's stand is: "It's time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man." Brands who take a stand articulate their purpose well. It attempts to address that purpose. And continue living their commitment every day beyond just an ad. Let’s hope Gillette delivers what they promise. Consumers are affected by what's happening in culture, so brands need to authentically connect their stand to a relevant moment in culture, which for Gillette is tapping into the #metoo movement and toxic male behavior.Take the time to understand the human issues at a deeper level. Then, spark and be a part of the conversation. Last Year, Gillette was researching market trends in the wake of #MeToo, they asked men to define being a great man. What they kept hearing was: “I know I'm not a bad guy. I’m not that person. I know that, but what I don't know is how can I be the best version of ourselves?” Gillette's response was this ad campaign, and a promise to donate US$1 million a year for three years to nonprofits that support boys and men to become positive role models. A brand's primary purpose shouldn't just ride the wave of a cultural movement mainly to attract your consumer's attention, but it should drive forward the conversation in a way that understands their consumers well and plays an integral role in their lives. 3) Aging brands can stay relevant again Many established brands fail to maintain relevancy and have disappeared like Kodak.  To sustain longevity, brands need to deliver contextually relevant messages across all different channels at the right time to consumers. There is also a strong need to "keep up with the times" and stay contextually relevant themselves. They need to stay in touch with how their consumers are changing and modifying their messages to meet those changes. Gillette’s famous tagline “The best a man can get” was relevant 30 years ago but in today’s context it has been modified to “The best men can be.” This current tagline hopes to inspire all men to be better every day, thus creating a new benchmark for boys to admire and for men to aspire. While the fierce debate about Gillette's ad rages on, the value, purpose, and relevancy are some of the crucial things that make brand respected. In an era where today’s hottest startup are yesterday’s news. Brand recognition and trust that come with longevity are an asset that even money and hype cannot get. Today’s fast-paced world offer many uncertain problems for legacy brands. While preserving brand continuity, not changing and playing it safe is a far more dangerous approach. Consumer values and habits are fickle, leaving established brands with the urgency to re-evaluate what they have to offer in today’s context. Knowing who their current and potential target audience are essential insights for brands looking to leverage their legacy while staying true to themselves in today’s modern world. Legacy brands must continue to take the risk and keep exploring ways to engage their consumers if they want to survive. Gillette has made their first big bold step and only time will tell if their strategy worked. Let’s hope what they sparked off will continue to keep them relevant for the next 117 years. The writer is Tay Guan Hin, founder and global ECD of TGH Collective and former regional ECD of JWT.