June is not just the month where Summer begins, it is also the Pride Month, a celebration for the LGBTI+ community, where they show how proud they are to be themselves. The inclusion for this community has become a huge subject over the years and, of course, an incredible point for amazing marketing campaigns; this is now known as inclusive marketing. Check how Gillette, one of the most relevant razor’s companies in the world, is taking this marketing to develop its new campaign!
Gillette bets on the inclusion marketing
The inclusion is changing the world and this includes the marketing area, of course. It’s not new, many big brands like Coca-Cola have made campaigns where they appealed to lots of audiences, but it is in recent years where the brands are starting to include the diversity of their target.
It is not right to call it a trend because it is more a movement that is attracting many around the different campaigns from different brands, including the biggest names out there. All of this is happening since the brands are listening to their audience and aligning their values with them, which makes the brand more human in the eyes of the consumers.
As clients and consumers, we want to see ourselves in the brand, that they show a more positive image, catching everybody hearts. However, this is just the beginning: there are still many aspects to work with, and lots of changes to do in the marketing area to be more inclusive. But it is a good starting point, especially with campaigns like the one from Gillette, let’s see!
Gillette “First Shave” Campaign
For this Pride Month, the razor’s company has released an ad where it portraits a transgender man, Samson Bonkeabantu Brown (a Toronto-based artist), telling a little bit of his story and the happiness that implies being proudly a transgender person: “Growing up, I was always trying to figure out what kind of man I wanted to become… I always knew I was different. I didn’t know that there was a term for the type of person that I was.”
The advertisement shows how Samson’s father is teaching him to shave for the first time. When he holds the razor up to his face, his father says: “Now, don’t be scared. Shaving is about being confident.” His father also compliments him, saying that he is doing a fine job. When the commercial is finishing, Brown says: “I’m at the point in my manhood where I’m actually happy. It’s not just myself transitioning, it’s everyone around me transitioning.”
The line for the campaign is pretty easy: “Whenever, wherever, however it happens — your first shave is special.” After Gillette posted it on its Facebook page, Samson thanked them with a nice comment and his own Facebook post. This is definitely a beautiful campaign, where a family shares how they are feeling and how proud they are. Inclusion is essential; to be a better society and to be better persons, we have to accept everybody just the way they are. Be proud of who you are, there is nobody like you out there!
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