New York (CNN Business) Procter & Gamble said Gillette sales haven't budged after its controversial #MeToo ad -- but it's calling the campaign a big success.

Gillette's sales following the commercial were "in-line with pre-campaign levels," P&G CFO Jon Moeller said on a call with reporters Wednesday. Its subscription business, Gillette Shave Club, continued to grow sales and add new subscribers.

The ad challenges men to turn away from toxic masculinity, and received "unprecedented levels" of media coverage and customer engagement, Moeller said.

"It's a part of our effort to connect more meaningfully with younger consumer groups," he said.

The ad, which only ran online, was a cost-effective way to get people talking, Moeller said. "That campaign was aired once and has generated significant conversation, which is important and has generated a huge number of impressions."

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