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Promotional Product Strategy
Sunday
Sep012019

Masters of Spin, 2019-3-31

On this week's Masters of Spin we discussed Gillette's shift from it's #metoo campaign of early 2019, Wollworths Discovery Garden and will it work as well as the Ooshies and BMW showcasing the blackest car ever.

 

Watch the segment here, the transcript is below.

 

Basil Zempilas: Gillte has changed its tune on so-called toxic masculinity after campaigns inspired by the Me Too movement, including a man teaching his transgender son to shave, Gillette has responded to an online firestorm.

Monique Wright: Now, the company's new campaign features an Aussie firefighter telling how he puts his life on the line to save others.

Speaker 3: In urban environments, it's mandatory for Australian firefighters to be clean-shaven, so that our face masks keep an airtight seal.

Sometimes it's total chaos, but you're trained to control your stress response.

Monique Wright: I thought it was a good ad. Our masters of spin are here. Let's find out what they thought. Advertising and marketing experts, Jane Caro and Matthew Bywater.

Basil Zempilas: Hi, guys.

Monique Wright: Welcome to you both. Matt, do you think that Gillette needed to reposition itself?

Matthew Bywater: Yeah, it seems to go back to what they've always done, is very strong ads, sort of commemorating the man, what his role is, and those sorts of things, shaving faces.

It's good. I don't think it's anything outstanding. They've had some good ads before, but they've had to do a change because they did caught up a lot of backlash. They've had a huge drop in their share price, so not their share price, but a huge drop in the value of the Gillette brain.

Monique Wright: Massive, like millions and millions.

Matthew Bywater: Yes, so the drop of that 8% in sales the very next quarter, I'm not sure, we haven't seen the next quarter sales yet. Some of that is attributed just to competition, quite frankly, so it wasn't just because of the ad.

But it was a funny position to be in, because I'm not sure what the ad was trying to say. Like, I get the social engineering. What I don't understand, execution, because they're kind of saying that most men are abusers rather than some, and they kind of normalize really bad behavior in that way.

So, I'm not sure where they're going.

Basil Zempilas: This one here, Jane, far more traditional, isn't it? Traditional values, traditional dads, that sort of thing.

Jane Caro: Yeah, it is Australian only, though, so I don't know what they're doing internationally. So I think we shouldn't get too excited yet that they've completely moved away from the way they were doing things, because what the Australian company's doing is not necessarily what the international company is doing.

And this to me, yeah, okay, it's fine. But it is very, very back in traditional territory. And when Gillette made the big change, now, okay, they had a drop in sales. We don't know what's going to happen on the long term with that. But they got a lot of publicity out of that. They really got noticed. This is not the kind of ad that's going to get you noticed. It's getting noticed because it's seen as a reaction to the last one. So in a way, we're still talking about the power of the last one. This is not the powerful ad, the last one was.

Basil Zempilas: Yeah Sure.

Monique Wright: Interesting.

Basil Zempilas: All right. Another company making a change in direction is Woolies, from plastic ooshies to free plants for kids.

Monique Wright: Thank goodness.

Basil Zempilas: Supermarket giant is hoping these collectibles will excite families just as much. Okay, so it's a bit inviting, more environmentally conscious as we know. I wonder though, are the kid's going to be in for them?

Matthew Bywater: Well, I think it's maybe first time around, but the power of the ooshie isn't the same with the Cole's little Sharpies. They can keep doing it year after year and they've had great success with it, quite frankly. I don't know, year after year, when you get the same excitement, another pot of basil or [coran 00:03:02] or whatever it might be.

Monique Wright: Definitely, kids will definitely get excited about about doing it.

Jane Caro: Yeah, they love gardening.

Monique Wright: They love gardening, they love to see something grow. In fact, they'll probably kill it because they'll over water it. But it's whether, it's how that first crop goes. Probably how mom and dad go in managing-

Jane Caro: It is a job for mom.

Monique Wright: They'll do it. Yes, they'll do it the next year and the next year.

Matthew Bywater: But will they want to get one every week? [crosstalk 00:03:25] That's the power with the little shop and the ooshies, they were, "Eh, mom, go to the shop and get some more." Are they going to want to get a new plant every week and keep doing it.

Jane Caro: But I don't think this is about the kids, this one. I think this is actually about a kind of-

Basil Zempilas: A pushback?

Jane Caro: ... apology for the way-

Monique Wright: It's a mea culpa, for sure.

Basil Zempilas: Yes, all the plastic poured into the environment.

Jane Caro: They're balancing it out by saying we're doing this, so really this is about the adults, not so much about the kids. Look, the best thing Woolworths does is they give the free fruit to the kids as they go around the shops. That's fantastic!

Basil Zempilas: I'll tell you what the adults would like, is how about just lowering the prices and not have any of these year around and we'll all be much happier, won't we?

Monique Wright: Yeah, agree with that. Now here's the twist in the latest bit of car marketing, because performance safety and reliability apparently are not enough. BMW has released the blackest car ever. Yes, their marketing department says that there has never been a car this dark before, absorbing 99.9% of light. Matthew, who cares?

Matthew Bywater: This car, this one will probably never make it in a mark. It's going to be at the next motor show in Europe and it's good there. The problem is is that we know that a dark car, particular a black car's about 47% more likely to run over someone in a lighter color car.

Basil Zempilas: Oh really?

Monique Wright: Oh really?

Matthew Bywater: There's a danger-

Basil Zempilas: Because they can't see them-

Monique Wright: Oh, they can't see them!

Matthew Bywater: That's right, that's right. And there's another factor here is, the thing about this nanotechnology in the paint is it actually takes away from the shape. And when we buy a car, we buy it for emotional reasons. We buy because the way it looks, and if you can't see the look, I mean if they put that in a shirt or jumper, yeah, I'm probably going to buy it. But to take away from the shape of a car?

Jane Caro: Yeah yeah yeah.

Monique Wright: All right!

Basil Zempilas: The day I come in and say I'm buying a new car because of the paint, can you tell me that my life is finished.

Monique Wright: I know that you would never say that. Thank you both very much. See you, Jane, Matt.

Coming up, he's back and Arnie's got the original gang back together for the sixth Terminator film. Wow, we needed that! Get your first look at the new Dark Fate trailer. That's next.