Gillette & Toxic Marketing: When Brand Purpose Becomes a Pitch

“Is this the best a brand can get?”

This twist on Gillette’s iconic slogan forces us to ask: What happens when a brand known for razors steps into social debates about gender, ethics, and power?

Have you ever felt inspired—or uncomfortable—after seeing a commercial that talks about more than just the product? What if the same company making bold social statements was also fined for misleading advertising?

In today’s lesson, we’ll explore the fine line between authentic branding and manipulative messaging, using Gillette’s marketing history as a case study.

As you read, ask yourself:

• Is ethical marketing always clear-cut?

• Can social messaging and profit-making exist together?

• When does a campaign cross the line from meaningful to manipulative?

📘 Vocabulary Builder

All these bold words appear in the reading text:

• advertising claim – a statement made in an ad about what a product can do

• premium – higher in quality and price

• exaggerated – made to sound better than reality

• collusion – secret agreement between competitors

• campaign – planned series of advertisements with a message

• backlash – strong negative reaction from people

• authenticity – being genuine, honest, trustworthy

• boycott – refuse to buy/use as protest

• cause‑related marketing – pairing a brand with a social issue

• brand reputation – what people think of a brand long‑term

🗣️ Idioms & Expressions – Business English for Marketing & PR

These expressions will help you talk about marketing, public relations, and brand strategy:

• Spin doctor – someone who tries to present bad news in a positive way.
  example: Gillette’s PR team acted like spin doctors to control the backlash after the ad aired.

• Hit the right note – to deliver a message that is well received.
  example: The campaign was brave, but it didn’t hit the right note with all audiences.

• Cross the line – to behave in a way that is not acceptable.
  example: Some critics argued that the campaign crossed the line from advocacy to manipulation.

• Put a new face on something – to rebrand or change the image of something.
  example: The slogan change was a way to put a new face on Gillette’s brand.

• In hot water – in trouble or under criticism.
  example: Gillette found itself in hot water after customers threatened boycotts.

• Walk a fine line – to manage a delicate balance between two extremes.
  example: Cause marketing walks a fine line between social good and profit-driven motives.

• Call the shots – to be in control or make key decisions.
  example: The marketers calling the shots clearly wanted the brand to appear socially conscious.

• Too close to the sun – to push boundaries and take a risky action that may fail (from the Icarus myth).
  example: With its bold campaign, Gillette flew a little too close to the sun.

📖 When Purpose & Profit Collide

Imagine you buy a razor because the ad promises it’s the “best ever.” You see sweeping images, promises of a superior shave, then later learn that the demonstrations were exaggerated, even literally false in some cases.

That happened to Gillette in 2005, when a court in Connecticut ruled that some of Gillette's advertising claims were unsubstantiated. As a result, the company had to revise how it advertises in the U.S.

Fast forward: In 2016, Gillette was fined in France for collusion — secretly agreeing with competitors to fix prices. Again, consumers felt misled, not by what was promised, but by what was hidden.

Then came 2019. Gillette launched its campaign “The Best Men Can Be,” also known as “We Believe: The Best Men Can Be.” The brand turned its famous slogan “The Best a Man Can Get” on its head. This time, the message wasn’t only about shaving—it was about toxic masculinity, bullying, sexual harassment, and the #MeToo movement. It asked tough questions: “Is this the best a man can get? Is it?”

The campaign was bold. On one hand, many praised Gillette for promoting positive social values, for calling out behaviors that many feel need changing. Supporters saw this as authenticity in action: a brand using its voice for something larger than profit.

On the other hand, critics argued the campaign was hypocritical, accusing Gillette of using the issue as a marketing tool rather than making meaningful change. Some said the messaging alienated loyal customers. Others called for boycotts.

Because this kind of cause‑related marketing is risky. It can either boost brand reputation or damage it. For Gillette, the results were mixed. While the backlash was loud, sales didn’t crash—at least not immediately. But the campaign painted the brand with a new kind of scrutiny.

Consumers asked: Do you practice what you preach? Are you just saying something to be trend‑aware? Are your product claims still exaggerated?

So what can businesses learn from Gillette’s gamble?

💬 Discussion Prompts

• Do you believe brands should stay neutral on social issues, or speak up? Why?

• Can you think of a company that used cause‑related marketing well (or poorly)?

• If you were a marketing director at Gillette, how would you balance making claims, customer goodwill, and legal standards?

• What makes a marketing campaign feel authentic to you?

✅ Comprehension Quiz

True or False

1. Gillette was sued in 2005 for false advertising claims.

2. The 2016 fine in France was for product quality issues.

3. “The Best Men Can Be” campaign addressed toxic masculinity and social behavior.

4. Cause related marketing always increases sales.

5. Some people accused Gillette of being hypocritical in 2019.

Multiple Choice

1. What was one problem Gillette faced in its 2005 court ruling?

a) False ingredient labels

b) Price fixing

c) Exaggerated performance in ads

d) Environmental harm

2. Why did Gillette change its slogan in 2019?

a) It lost a trademark case

b) It wanted to confront social issues

c) Sales were too low

d) Competitors used the old slogan

3. What is cause related marketing?

a) Marketing directly tied to social issues or causes

b) Advertising that focuses only on product features

c) Selling products at a loss for charity

d) Marketing that ignores customer demand

🟩 Answer Key

True/False: 1T, 2F, 3T, 4F, 5T
Multiple Choice: 1c, 2b, 3a