In January Proctor & Gamble and Gillette decided to run razor ads trashing men and “toxic” masculinity in a courageous ad campaign.

The company decided the best way to promote their product was to attack their customer base.



The new ad highlighted sexist and bullying white males in the United States.

Of the 43 abusive males in the ad – 42 were white. 7 of the hero men out of 8 in the ad were black.

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The ad did not do so well. Many users promised to avoid the product.

The ad had 642,000 down votes after its first two days on YouTube.

All that wokeness did not pay off for Gillette and P&G.

Gillette lost $8 BILLION in the second quarter.

Reuters reported:

P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash writedown of Gillette. For the same period last year, P&G’s net income was $1.89 billion, or 72 cents per share.

It looks like trashing their consumer base with feminist lecturing was not such a good idea, huh?