If you're having the conversation at work as to whether the new Gillette ad is well advised or not, Mark Ritson's column in
Marketing Week could be worth a read. He is labelling the move as
one that takes the razor company to "brand purpose hell" and will result in a serious challenge to its market dominance. Telling men they are not good enough and need to improve will backfire, he
argues.
Read the whole story at Marketing Week »