Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers

Detalhes bibliográficos
Autor(a) principal: Almeida, Inês Rodrigues De
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/107193
Resumo: Brands are increasingly adopting a purpose, areason to exist. This work project is about Gillette and the 2019 campaign which may signal changes in identity and potentially purpose. It was widely discussed upon launch, but it suffered severe negative backlash from consumers everywhere. From qualitative studies, insights show Portuguese consumers appreciate the campaign but felt it was “too American”. Similarly, they value purposeful brands for their loud voices and wide reach, even if they are taking advantage of these issues. Finally, Gillette changed its identity and communication to modernize its take on the purpose, but not the purpose itself.
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spelling Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumersMarketingBrand managementBrand purposeGilletteDomínio/Área Científica::Ciências Sociais::Economia e GestãoBrands are increasingly adopting a purpose, areason to exist. This work project is about Gillette and the 2019 campaign which may signal changes in identity and potentially purpose. It was widely discussed upon launch, but it suffered severe negative backlash from consumers everywhere. From qualitative studies, insights show Portuguese consumers appreciate the campaign but felt it was “too American”. Similarly, they value purposeful brands for their loud voices and wide reach, even if they are taking advantage of these issues. Finally, Gillette changed its identity and communication to modernize its take on the purpose, but not the purpose itself.Kemna, LenaSilveira, Catherine daRUNAlmeida, Inês Rodrigues De2023-01-03T01:30:37Z2020-01-172020-01-032020-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/107193TID:202496198enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:51:53Zoai:run.unl.pt:10362/107193Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:40:52.719870Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
title Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
spellingShingle Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
Almeida, Inês Rodrigues De
Marketing
Brand management
Brand purpose
Gillette
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
title_full Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
title_fullStr Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
title_full_unstemmed Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
title_sort Gillette & the “we believe –the best men can be” campaign a case study on how Gillette’s campaign signals changes in identity from brand purpose and how it is perceived by Portuguese consumers
author Almeida, Inês Rodrigues De
author_facet Almeida, Inês Rodrigues De
author_role author
dc.contributor.none.fl_str_mv Kemna, Lena
Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Almeida, Inês Rodrigues De
dc.subject.por.fl_str_mv Marketing
Brand management
Brand purpose
Gillette
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Brand management
Brand purpose
Gillette
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Brands are increasingly adopting a purpose, areason to exist. This work project is about Gillette and the 2019 campaign which may signal changes in identity and potentially purpose. It was widely discussed upon launch, but it suffered severe negative backlash from consumers everywhere. From qualitative studies, insights show Portuguese consumers appreciate the campaign but felt it was “too American”. Similarly, they value purposeful brands for their loud voices and wide reach, even if they are taking advantage of these issues. Finally, Gillette changed its identity and communication to modernize its take on the purpose, but not the purpose itself.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-17
2020-01-03
2020-01-17T00:00:00Z
2023-01-03T01:30:37Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/107193
TID:202496198
url http://hdl.handle.net/10362/107193
identifier_str_mv TID:202496198
dc.language.iso.fl_str_mv eng
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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