From purpose-driven companies like Gillette, which took a stand with its “We Believe” campaign, to consumer favorites like Wendy’s, which subverted the world’s most popular online game with “Keeping Fortnite Fresh,” this was a year to be bold. 2019 also showed us that the biggest risk a marketer could take was to take no risk at all.
Here are the moments that defined brand storytelling this year, from the deadly serious to the seriously silly.
Gillette Challenges Men To Be Better
Gillette’s “We Believe” ad was unavoidable last January. Revisiting its 30-year-old slogan “The Best a Man Can Get,” the world’s biggest razor brand challenged men to rethink their view of masculinity in a more inclusive society. As expected, the response was mixed. Some applauded Gillette’s attempt at curbing the negative effect of male toxicity, while others argued its message undermined men’s rights at the peak of the #MeToo movement. Like it or not, “We Believe” kicked off an impossible-to-miss conversation, and for that reason alone it goes down as one of the year’s seminal brand moments.