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Gillette CEO Says Backlash to ‘Toxic Masculinity’ Ad a “Price Worth Paying” Despite $8 Billion Writedown

Get woke, go broke. Stay woke.

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Gillette CEO Gary Coombe said the backlash to the company’s infamous ‘toxic masculinity’ ad was a “price worth paying” despite Procter & Gamble taking $8 billion writedown on its Gillette shaving business.

As we previously reported, despite performing well in other areas, Procter & Gamble reported a net loss of $5.24 billion thanks to the $8 billion Gillette writedown.

This led many to assert that the company was being punished by consumers for an ad earlier this year that took on ‘toxic masculinity’ by pandering to the #MeToo movement and suggested men need to be taught to not sexually harass women.

However, Coombe is not fazed by the backlash, telling Marketing Week that the commercial was a justifiable effort to capture a declining market share from millennials thanks to competition from Harry’s and Dollar Shave Club.

“It was pretty stark: we were losing share, we were losing awareness and penetration, and something had to be done,” he said, adding the company decided to “take a chance in an emotionally-charged way.”

Coombe said that the intensity of the backlash surprised him but that it was still a “price worth paying.”

“I don’t enjoy that some people were offended by the film and upset at the brand as a consequence,” said Coombe. “That’s not nice and goes against every ounce of training I’ve had in this industry over a third of a century. But I am absolutely of the view now that for the majority of people to fall more deeply in love with today’s brands you have to risk upsetting a small minority and that’s what we’ve done.”

One wonders how small this “minority” was given the $8 billion writedown.

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If You Didn’t Laugh, You’d Cry

Clown world police.

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New investigation reveals theft in the UK has “effectively been decriminalized” due to shockingly low prosecution rates.

Prosecution rates of people who post offensive memes or engage in wrongthink, however, remain first rate.

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Wiener Says Gays Shouldn’t Avoid Sex Party Orgies Despite Monkeypox

But you couldn’t say goodbye to your loved one at a funeral.

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California state Senator Scott Wiener demanded people stay at home to stop the spread of the COVID virus.

Now he asserts, despite a monkeypox health emergency, that gay men should continue to engage in sex party orgies.

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UK Police Chief Says Authorities Need to Stop ‘Wasting Time’ Investigating People Being Offended

Public is sick of it.

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The Chief Constable of Greater Manchester Police has asserted that authorities need to stop ‘wasting time’ investigating people being offended on social media, noting that the public is sick of it.

Chief Constable Stephen Watson made the comments during an interview with the Telegraph.

Watson acknowledged that Greater Manchester Police had “become too assiduous at interpreting some of the rules to mean that if anybody at any time for whatever reason is offended, there somehow needs to be a police record.”

“We’ve got ourselves involved in stuff which is just not a policing matter, we’ve wasted our time as a result and we’ve caused people to question whether, frankly, we know what we’re doing,” the senior officer added.

Likely next Prime Minister Liz Truss has also vowed to put a stop to police investigating social media posts.

However, despite the College of Policing issuing guidance that officers need to focus on real crimes and not interfering in “debates on Twitter,” the practice still continues.

As we highlighted yesterday, a British Army veteran was arrested by police in Aldershot for re-posting a meme on Facebook critical of the LGBT community.

51-year-old Darren Brady was placed in handcuffs by Hampshire Police after being told he had caused someone “anxiety” online.

People in the UK are routinely arrested for posting ‘offensive’ tweets and other social media content.

Former police officer James Watts was arrested and given 20 weeks in prison for the ‘crime’ of posting offensive George Floyd memes in private WhatsApp and Facebook group chats.

Meanwhile, car thefts have effectively been legalized in major cities and police say they don’t even have time to investigate two out of three burglaries.

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