Gillette is 'shifting the spotlight from social issues' after series of woke ads — and losses

Global razor company Gillette has announced it is "shifting the spotlight from social issues" in its marketing strategy and is instead opting to feature "local heroes" in its advertising. The change comes after a series of controversial, "woke" ads released by the firm this year, and a stinging quarterly loss.

What are the details?

In January, Gillette caused an uproar when it attempted to take on "toxic masculinity" in the age of the #MeToo movement with an ad lecturing men to "hold other men accountable." Despite the backlash, the company waded further into the culture wars in April by launching a campaign aimed at "body positivity," but was widely accused of promoting unhealthy lifestyle choices.

Then, in May, Gillette raised eyebrows yet again with another progressive ad featuring a transgender man shaving for the first time.

Last month, CNBC reported that Gillette — a Proctor & Gamble brand —was "struggling," and posted a fiscal fourth quarter net loss of $5.24 billion. The outlet noted that "P&G has been trying to rejuvenate Gillette and Venus, its razor brand for women, through new marketing campaigns aimed at millennials and Generation Z."

Hot Air reported that "P&G blamed the change on two factors: Currency devaluations and continuing competition from lower-cost rivals." The firm has not publicly connected its losses with its politically divisive marketing strategies; nonetheless, Gillette is going in a new direction.

According to News.com.au, the brand says it is "shifting the spotlight from social issues to local heroes," and released an ad last week profiling an Australian firefighter — which Hot Air's John Sexton called "the most traditionally masculine man imaginable."

Gillette Australia | Ben the Aussie Firefighterwww.youtube.com