Many of today’s consumers look for companies promoting positive values.  The Gillette “We Believe” attacks “toxic masculinity” directly on social media. The tagline, “Is this the man can get?” directly relates to earlier campaigns, with an important twist.


Discussion Questions:

  1. Watch the “We Believe” post. Describe your reaction. How would it enhance the Gillette brand?
  2. Read and watch the CNN analysis. What important points does the story make about sustaining the effort to promote this approach?
  3. Read the CNBC Backlash story. How does it relate to the points made in the CNN analysis?
  4. Do you believe that tackling major social issues is a part of the advertising and marketing communications future? Why or why not?

About Dr. Donald Baack

Co-author of textbook.

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