
The uproar over Gillette’s “We Believe” video hasn’t affected sales one way or the other yet, according to Procter & Gamble Co. Vice Chairman-Chief Financial Officer Jon Moeller, including through the brand’s Gillette on Demand direct-to-consumer business, where the impact is easier to see faster.
“We’ve received unprecedented levels of both media coverage and consumer engagement in that campaign,” Moeller said during a press call after P&G released earnings Wednesday. “It’s part of our effort to connect more meaningfully with younger consumer groups. Early results when you look at the age-group specifics, both internally and externally, reflect that we’re accomplishing that objective.”
Gillette sales remain “in line with pre-campaign levels,” Moeller said, adding that razors are bought on very long purchase cycles. “Having said that, we continue to be pleased with the level of consumption post the advertisement both in traditional retail channels and importantly on the Gillette shave club.”
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