Quote:
Originally Posted by Baby Lee
How many razors did you buy today?
I agree that exposure is what they seek. I disagree that it will drive sales.
People are aware of their brand, it's plusses and minuses. It's a product you largely use in private, so there's no signalling to be gained. It's also a product you choose largely on efficacy and cost, and there is no case made to raise expectations on those metrics.
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I didn't buy any, though I haven't bought anything other than a Gillette razor in decades.
But I'm not the target market here. They're trying to hook a younger generation who cares deeply about social issues and haven't developed strong brand loyalty yet. As you said, they're not going to lose people from this because people either like the product or don't at this point. Raising awareness and brand recognition among younger people is the goal, and the more discussion about it, the better they see it.
Here's a graph of how many people have searched for "Gillette" on Google over the past 15 years. Yeah, I think they're happy.