Gillette failed at this in a big, big way. They failed so big that their advert needs to be Voxsplained. It won't do any good, of course - you can't explain to someone who's been offended that they haven't, you know, been offended. But good luck with that.
It's actually worse than this, of course. You need to be extremely careful with your marketing so that you maintain your credibility. You can come across as a fast talking snake oil salesman, of course, but you shouldn't expect that to build trust in your brand. Even if what you say is true, if you come across in a negative manner you destroy brand value:
Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to buy something at a later date. No one likes to think that they are easily influenced. In fact, there is plenty of evidence to suggest that we respond negatively to naked attempts at persuasion.This is why Voxsplaining won't help Gillette, even though the entire media is hard at work trying to do just that. Not only did Gillette offend a lot of people (both male and female), but they did it in a ludicrously, transparently obvious manner. You could see the puppeteer behind the curtain pulling all the strings.
As Napoleon is said to have once remarked about one of his more blood-soaked decisions, it was worse than a tragedy. It was a blunder.
Gillette blundered twice with this ad. If you follow the link above you will find a set of excellent advertisements from the past. They avoid Gillette's blunders, and create positive memories that have been associated with the brand over time. And if you view the advert that co-blogger ASM826 posted, you will find another excellent one that creates positive memories that will stick with them over time. Whenever I see the Egard Watch logo in the future, I'll think of this ad.
Gillette's problem is that every time I see their logo, I'll remember their advert. No matter how much Voxsplaining people try to do.