Gillette

[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.