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Happy Marketer Blog

Do Brands Really Need A 'Woke' Up Call?

Posted by Anagha Krishnakumar on Apr 24, 2019 5:14:24 PM

When I first saw Gillette's “We Believe” ad, I was quite sceptical. How is that a brand known for its razor-sharp machoness suddenly take a stand against toxic masculinity, bullying and sexual harassment? By engaging with the #MeToo movement, the company’s new advertising campaign plays on its 30-year tagline “The best a man can get”, replacing it with “The best men can be”.

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Topics: marketing strategy, brand purpose, woke marketing

The Best A Brand Can Be - Gillette's Close Shave With Cause Marketing & Brand Purpose

Posted by Celia Vincent on Mar 27, 2019 10:39:46 AM

Gone are the days when marketing communication was about pitching strategically thought out product benefits in witty consumer-speak and well-crafted visuals. I can hear marketers breathe a collective sigh of relief at its demise. Because, clearly, its replacement, the cause marketing campaign is an easier beast to tame, right?

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Topics: brand purpose, brand vision, cause marketing

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