Case Study

Gillette's Close Shave

A Consumer Energy Index Analysis

January 22nd, 2019
Anjali Lai, null
Anjali Lai
With contributors:
Keith Johnston , Alex Sobchuk , Jim Nail , Olivia Morley , Rachel Birrell


Brands are jumping into the messy arena of polarizing issues with greater fervor, and Gillette just raised the stakes. Within 72 hours of launch, its "We Believe" TV spot shot past 13 million views on YouTube, attracting more than twice as many negative votes as positive ones. Now the brand faces a tidal wave of criticism from both men and women, liberal and conservative. Did Gillette make a huge mistake? Forrester's Consumer Energy Index indicates that Gillette's move is nearly a masterful emotional win — but only if it can back its campaign up. We reveal why.

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