Brands and Politics

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Brands and Politics

Brands that have made political statements or politics-oriented marketing campaigns over the past year include Gillette and Columbia SportsWear.

Brands making political statements/politics-oriented marketing campaigns over the past year

1. Gillette

Overview of the brand

Politics

Reasoning behind its stance

  • The company wanted to create awareness against female sexual harassment by alluding to the #MeToo movement to attempt to hold men accountable for their baneful behavior.

Impact on revenue or a resultant shift in its customer demographics

2. Columbia SportsWear

Overview of the brand

Politics

Reasoning behind its stance

Impact on revenue or a resultant shift in its customer demographics

  • The company allocated around $80,000 for the advertisement, which was supposed to serve as a one-time ad, and the response was extremely positive.
Sources
Sources

Quotes
  • "Introduction Company Overview Gillette is a brand of men's safety razors, among other personal care products such as shave gels, aftershave, body wash, deodorant, and other razor products owned by Procter & Gamble Based in Boston, Massachusetts"
  • "it was one of several brands originally owned by the Gillette Company, a supplier of products under various brands"
Quotes
  • "Gillette has a rich sports heritage that provides natural synergies with our reputation as a performance brand. "
Quotes
  • "Gillette has come under fire after releasing a commercial that draws on the #MeToo movement to challenge “toxic masculinity.” In the ad, the razor brand — a subsidiary of global giant Proctor & Gamble — calls out “bullying,” “sexual harassment” and “toxic masculinity,” and questions: “Is this the best a man can get?” The campaign goes on to encourage men to hold one another accountable for their behavior."
  • "However, the ad’s message was met with backlash from some, with claims it was too political and painted all men as bullies or sexual harassers. The YouTube video, which has been viewed more than 2.8 million times, has almost 250,000 dislikes, while others took to social media to respond to the campaign."
Quotes
  • "Remember the “#MeToo” themed ad from Gillette that chastised unshaven men? Looks like it backfired. Gillette’s parent company, Proctor & Gamble, says it will reduce the price of some of its shave products by up to 20%. They’re citing “increasingly stiff competition”. Other products’ by the company won’t have a price change"
Quotes
  • "Columbia Sportswear Company, incorporated on February 3, 1961, is an apparel and footwear company. The Company designs, sources, markets and distributes outdoor lifestyle apparel, footwear, accessories and equipment under the Columbia, Mountain Hardwear, Sorel, prAna and other brands."
Quotes
  • "As one of the largest outerwear manufacturers in the world and the leading seller of skiwear in the United States, the company has developed an international reputation for quality, performance, functionality and value. Outdoor Active Authentic American Value."
Quotes
  • "Columbia Sportswear Co. ran a full-page advertisement in the Washington Post on Friday calling for the government to open national parks that have lost funding during the partial government shutdown, taking a shot at President Trump’s proposed border wall in the process. “Make America’s Parks Open Again,” the ad reads. “Walls shouldn’t block access to parks, and federal workers shouldn’t be left out in the cold. Work together to open our parks"
Quotes
  • "This is about … allowing access and protecting the assets that we have invested in so heavily as a country"
  • "Boyle said Columbia Sportswear, which spent $80,000 on the one-time ad, said the feedback has been “overwhelmingly positive."