Gillette's commercial sale was "in-line with pre-campaign levels," said P&G CFO Jon Moeller on a call with journalists Wednesday. Gillette Shave Club continued to grow sales and add new subscribers.
The ad challenges men to turn away from toxic masculinity and received "unprecedented levels" of media coverage and customer engagement, Moeller says.
"It's part of our attempt to connect more meaningfully to younger consumer groups," he said.
The ad that only ran online was a cost-effective way to get people talking, said Moeller. "That campaign was sent once and has generated a significant conversation, which is important and has generated a large number of impressions."
But it generated backlash. Critics like Piers Morgan slammed the ad to "run a war on masculinity."
The place titled "We Believe" includes a voice telling about scenes of bullying, disasters, sexual harassment and masculinity. "Is this the best one can get?" the advertisement asks.
"We can't hide it. It has also gone way too long. Make the same old excuses. "Then, in a direct reference to the # MeToo movement, the place says," Something has finally changed. " It closes with scenes of men breaking up against battles, standing up for women and attentive fathers.
"The waking business strategy is becoming a major theme in 2019, as it is where the money is." Scott Galloway, founder of the business research firm Gartner L2 and Professor of Marketing at New York University Stern School of Business, told CNN Business last week.
The company said Wednesday that sales to care decreased 3% last quarter from the same time a year ago.