Remember when Gillette pushed out an entire marketing campaign that basically emasculated men and played to ridiculous identity politics? You member.

Toxic masculinity.

Seems they’re ‘shifting the spotlight’ from social issues or something.

NEW: Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad attacking “toxic masculinity” caused a massive consumer backlash costing the company $8 BILLION. https://t.co/sVuGkCeQ9O — Ryan Saavedra (@RealSaavedra) August 22, 2019

From news.com.au:

Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash.

The new ad, which launched last week, stars Australian firefighter and personal trainer Ben Ziekenheiner. “I’ve been a firefighter for 19 years,” Mr Ziekenheiner says in the ad. “People sometimes ask if it’s scary. It can be, but like anyone who has a job to do, you prepare — not just in terms of your equipment but also mentally and physically.” So alienating your entire clientele to pander politically to a bunch of people who don’t likely shave in the first place didn’t go so hot for them. Whoda thunk it?

Get woke go broke — Big Ed (@Falconeddie1) August 22, 2019

So they realized that for the most part consumers don’t appreciate being lectured as a way to sell a product. Gee who knew. ??‍♀️ — RosyRed VA Belle (@kt1varose629) August 22, 2019

Crazy, right?

When the CEO who proposed New Coke wasn't fired, people asked why. Coke said it was because they didn't want to stifle innovation. When a CEO says $8B lost on social engineering was 'worth it', the board needs to fire him or her. — Charles Bellows (@charles_bellows) August 22, 2019

Of course, by now everyone has found new razors they like more and have no need for this company. However, if they want to pursue redemption, I recommend they hire Penn – he's the only Gillette that has any popularity at the moment. — The Barbarian (@BarbarianinSF) August 22, 2019

Here’s an idea…why not just talk about their razors. — georgia (@georgia1041) August 22, 2019

Whoa. Talking about the product they want to sell? THAT’S UNHEARD OF.

Yet, @Gillette 's CEO said losing the money was "worth it". — Brett (@IAMDEPLORABLES) August 22, 2019

Sure it was.

No thanks Gillette. I have a great shave and cheaper razor. Would not consider going back. They can market their razors to hairy women. — El Captain Crunch (@greenrotgut) August 22, 2019

And sadly for Gillette, those hairy women are hairy for a reason and likely aren’t all that interested in a razor.

Womp womp.

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