For the bulk of the 20th Century, Madison Avenue followed the unwritten commandment, “Thou Shalt Not Court Controversy.” Brands lived in a bubble. Advertisers didn’t want to take sides on an issue because the other side could be offended or angered. That could impact sales. But, as a Nobel Prize winning bard once wrote, “The Times They Are A Changin’.” Gillette is the latest to join the fray.
We know that when brands connect themselves with a cause it can improve their public perception and increase sales, especially among women and Millennials. Now we’re learning that when brands take a side, they can gain more than they lose. Nike stock soared after its ad campaign with Colin Kaepernick. He is the former NFL player who decided to kneel during the national anthem. Some burned their Nike gear in protest of the protest, but Nike sales climbed 31%.
Now we have a… Continue reading