It is the job of advertising to elicit a reaction from consumers. It is the job of advertisers to plot the course on how to do this. Recently Gillette has chosen to use its significant reach to address an issue that has been increasingly at the forefront of people’s thoughts.
One thing is clear: this choice certainly elicited a reaction, and not one that is universally or immediately positive as evidenced by the over one million dislikes on YouTube. A sensitive analysis of social media commentary by Ipsos shows 36% negative, compared to 16% positive, about the campaign in the days following its release.
Alcoholic Drinks: What's Trending?
The alcoholic drinks industry, like many others, has experienced an interesting journey over the past few years. Regulatory changes and barriers, demographic shifts, changing consumer preferences, increased concern about health and technological evolutions are just some of the reasons why the market place has been disrupted.