Case Study: Gillette

This case study explores the bold 2019 Gillette ad campaign, “The Best Men Can Be,” which challenged toxic masculinity and encouraged men to rethink traditional gender norms. While the campaign sparked meaningful dialogue about corporate social responsibility and brand values, it also triggered significant backlash, with some consumers questioning Gillette’s authenticity and motives. Students will analyze the reputational risks and rewards of value-driven advertising and examine how companies navigate the balance between social messaging and brand perception.