Case Study: Gillette Uncovers Consumer Reactions to Its Viral Ad with CoolTool

Gillette - Customer Case Study

The personal care brand Gillette faced significant public backlash and a potential brand perception crisis after launching its "We Believe: The Best Men Can Be" advertising campaign. To move beyond the polarized online commentary and uncover the advertisement's true subconscious impact on consumers, Gillette partnered with the vendor CoolTool. CoolTool utilized its AI-driven platform to measure real consumer reactions through an integrated methodology including emotion measurement, implicit tests, and surveys.

CoolTool implemented a study with 90 respondents, using its technology to track implicit reactions and facial coding to capture subconscious emotions while viewers watched the ad. The solution provided Gillette with deep insights into the ad's actual performance, revealing the complex and often contradictory emotional responses it provoked, such as significant moments of sadness and delight. The study successfully demonstrated the power of neuromarketing tools to give a brand a holistic understanding of consumer behavior beyond what traditional surveys can capture.

Gillette