The public esteem’s of Gillette grew after it began airing an ad promoting the ideals of the #MeToo movement, a new poll shows.
The Morning Consult survey, released Thursday night, found that before the ad 42 percent of consumers believed Gillette “shared their values.” That jumped to 71 percent after watching the commercial.
The two-minute spot plays on the razor-maker’s longtime tagline, “The best a man can get.”
Gillette asked in its two-minute ad asks, “Is this the best a man can get?” The Procter & Gamble Co. ad tries to tackle sexual harassment and bullying, by asking, “Is this the best a man can get?”
The ad drew criticism over implications all men are responsible for the bad behavior of a few.
Still, 61 percent of those who viewed the ad viewed the company positively, rating it between 7 and 10. Seventeen felt negatively about the company, rating it between 0 and 3. The remainder of consumers felt neutral about the company even after watching the ad.
Seventy-two percent of the 2,201 American adults surveyed say that after watching the ad, they viewed Gillette as “socially responsible.”
The poll was conducted on Jan. 15 and 16, in the days immediately following the ad campaign’s Jan. 13 release.
But awareness about the Gillette ad hasn’t necessarily translated into larger incentive to buy the company’s products.
In the two weeks before the ad, 69 percent of consumers said they would consider purchasing Gillette products, the Morning Consult poll showed. In the two days after the ad campaign started, 65 percent of consumers said they would consider purchasing Gillette products.
[Opinion: Gillette: Is that the best you can get?]
