Gillette’s Purchase Intent Scores rise

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 23, 2019, 11:38 AM UTC

YouGov data suggests Gillette’s divisive advert has had a positive impact.

Marketers will have been unable to ignore the controversy over Gillette’s recent ad spot from Grey, “We Believe: The Best Men Can Be”. There has been plenty of comment for and against the campaign, but now YouGov data reveals its impact on the UK public.

YouGov BrandIndex data shows that, while there has been a drop in Gillette’s net Buzz score, there has also been an increase in positive noise about the brand. But these movements may just reflect press coverage.

Drilling down to look at Purchase Intent Scores suggests a positive impact on consumers. 7% named the brand as their first choice for future health and beauty purchases, a five month high, while 33% of those who would consider buying it rated as their first choice, up 13% from December.

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[4 minute read]