Gillette

[Beef Supreme]

Originally Posted by SuperChief

I don't think feeding your blind rationalizations has anything to do with "critical analysis." Hit me up when that makes any lick of sense, mkay?

I write advertising for a living. I actually have to consider things like not pissing off a huge chunk of my client's customer base.

[chiefzilla1501]

Originally Posted by Beef Supreme

I write advertising for a living. I actually have to consider things like not pissing off a huge chunk of my client's customer base.

The real question is if it was more positive than negative to millennials and younger audience. Could be, but who knows. I don't think Gillette cares about pissing off older audiences. Razor category values acquiring younger customers a lot more than keeping older ones.

[Beef Supreme]

Originally Posted by chiefzilla1501

The real question is if it was more positive than negative to millennials and younger audience. Could be, but who knows. I don't think Gillette cares about pissing off older audiences. Razor category values acquiring younger customers a lot more than keeping older ones.

Nobody values losing customers. They could have made this ad in a less idiotic way, with the same message they were attempting to deliver, and had positive feedback from everyone.

[chiefzilla1501]

Originally Posted by Beef Supreme

Nobody values losing customers. They could have made this ad in a less idiotic way, with the same message they were attempting to deliver, and had positive feedback from everyone.

I don't think it's an effective ad execution. I totally agree it could be done better. I'm just pointing out that for the razor category, younger customers are a hell of a lot more valuable than older customers. Probably now more than ever. I'm sure they don't want to lose customers, but if they gained enough high value customers, then the ad achieves what it wanted to do.

Again, I don't know if that actually happened. But I disagree that they're too concerned about alienating older audiences.

[Beef Supreme]

Originally Posted by chiefzilla1501

I don't think it's an effective ad execution. I totally agree it could be done better. I'm just pointing out that for the razor category, younger customers are a hell of a lot more valuable than older customers. Probably now more than ever. I'm sure they don't want to lose customers, but if they gained enough high value customers, then the ad achieves what it wanted to do.

Again, I don't know if that actually happened. But I disagree that they're too concerned about alienating older audiences.

First of all, I'm not sure the alienation is limited to "older audiences." I've seen plenty of evidence that suggests you are pulling that out of your ass. Second, do older men not shave anymore? Do they not buy razors? What makes you think a younger audience is more valuable beyond the fact that they are likely to live longer so might be around to buy razors in the distant future? Third, I'm pretty sure if you asked the Gillette brass if they would be okay with pissing off a big segment of their customer base, they probably wouldn't be.

[chiefzilla1501]

Originally Posted by Beef Supreme

First of all, I'm not sure the alienation is limited to "older audiences." I've seen plenty of evidence that suggests you are pulling that out of your ass. Second, do older men not shave anymore? Do they not buy razors? What makes you think a younger audience is more valuable beyond the fact that they are likely to live longer so might be around to buy razors in the distant future. Third, I'm pretty sure if you asked the Gillette brass if they would be okay with pissing of a big segment of their customer base, they probably wouldn't be.

Like I said, I don't know if it alienated younger audiences or not. I didn't like the ad and it's no doubt polarizing for younger audiences. Maybe for the worse. I don't know. I'm not a millennial and won't pretend to know what they're thinking.

But in terms of customer lifetime value, no doubt younger customers are more valuable. Razors are an extremely brand loyal category. You have to get them early or else it's really difficult to get them to switch. Goes without saying you'd rather acquire a new customer who'll be there for 30 years even if it means losing a customer who'll only buy from you for 10 more years. Especially important if younger customers are starting to get picked off by shave clubs.

[CrazyPhuD]

Originally Posted by chiefzilla1501

I don't think it's an effective ad execution. I totally agree it could be done better. I'm just pointing out that for the razor category, younger customers are a hell of a lot more valuable than older customers. Probably now more than ever. I'm sure they don't want to lose customers, but if they gained enough high value customers, then the ad achieves what it wanted to do.

Again, I don't know if that actually happened. But I disagree that they're too concerned about alienating older audiences.

True, but hipsters don't shave, so it's not clear if they added younger customers.

[CrazyPhuD]

Now what would be hilarious is if Schick came out with a modern day version of this in response...

[Beef Supreme]

Originally Posted by CrazyPhuD

True, but hipsters don't shave, so it's not clear if they added younger customers.

His analysis is more than likely not even true. There are a lot of variables and he is talking out of his ass. But i wish him luck in his new ad agency. He is going to need it.

[chiefzilla1501]

Originally Posted by Beef Supreme

His analysis is more than likely not even true. There are a lot of variables and he is talking out of his ass. But i wish him luck in his new ad agency. He is going to need it.

Youre the one claiming you know for certain young people hate it because you've observed (with no data to back it up) that young people hated the ad. I didn't claim anything. You of all people should know that ad testing often comes back entirely different from what you personally observed. I didn't say young people loved it or hated it. I said I don't know. I'm not talking out of my ass because I didn't say the ad worked or didn't work. You did.