SUPER & SHARP

Ads for the big football game turn to star power. Gillette irks old customers in pursuit of new ones.

NEW YORK • Procter and

Gamble Co.’s Gillette ad asked men to consider doing better. As a result, at least some are willing to consider Gillette.

Though the early reaction seemed to be dominated by male umbrage, early data suggest the ad split two important groups for the brand. More than half of younger men — a group the 117-yearold brand has struggled with — reacted positively, according to survey data from Harris Poll. Their dads, though, were more likely to be offended.

Among millennials and Gen Zs, 57 per cent said they’d be more likely to consider purchasing Gillette products. Nearly two-thirds of Gen X men said the same. Roughly the same proportion of Baby Boomers, though, felt the opposite.

“We knew this film might be polarizing,” a P&G spokeswoman told Bloomberg. “Conversations on these profound social issues can be difficult for all sides but we believe they are important and that, by sparking the discussion, we can play a part in creating meaningful and positive change.”

Brands are growing comfortable making politics part of their marketing, courting buzz and controversy at the risk of alienating some consumers, at least in the short term. The effects on the bottom line, however, take longer to reveal themselves. For example, Nike Inc.’s commercial featuring quarter back turned-activist ColinKae per nick inspired a social media call for a boycott. Months later, the company reported that the campaign boosted its online traffic and engagement, leading to sales growth.

The jury is still out for Gillette, whose products are used by 800 million men every year. While Nike’s Kaepernick campaign played to its core customers, Gillette sought to make an impression on the group it’s been losing to online startups.

The ad, which has by now been viewed more than 70 million times across its social media channels, was “dogwhistling to a younger demographic,” said Jess Weiner, chief executive of Talk to Jess, a marketing consulting firm.

“Gillette is an iconic brand but it’s probably your dad’s or your granddad’s brand,’’ she said. “They were intentionally taking on a topic that is in the zeitgeist for millennial audiences right now.’’