- 00:07
Introduction to the brand crisis ignited by a single advertisement.
- 00:50
Overview of Gillette's dominance in the shaving market.
- 02:33
Launch of the controversial advertisement titled "We believe the best men can be."
- 03:17
The advertisement becomes one of the most disliked ads on YouTube.
- 04:25
Explanation of Gillette's strategic decision to prioritize long-term values over immediate profits.
- 05:47
Discussion on the significant revenue losses Gillette faced post-ad campaign.
- 07:47
Conclusion on how Gillette's case became a cautionary tale for other brands.
Gillette’s $17 Billion “Mistake” That Changed Men Forever
Summary
This video discusses the decline of Gillette as a premium shaving brand due to their controversial advertisement addressing toxic masculinity in 2019. The video explores the ad's backlash among consumers and how the company's strategic decision to prioritize progressive values over traditional customer loyalty led to significant revenue losses.
