# Gillette: The Best Men Can Be

> Tubular reported 27.2 million Twitter views for Gillette's masculinity film.

- Owner: Gillette (Procter & Gamble)
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2019-01-13
- Peak proxy date: 2019-01-15
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 52 (Notable), v1.3
- Mechanics: Controversy, Response chain, Platform jump, Press loop, Newsjacking

## Summary

Gillette challenged male misconduct in a film tied to #MeToo. Boycott calls, defenses and response videos spread across social media and press. P&G said early sales were unchanged; its later Gillette write-down became a separate controversy.

## Timeline

- Week of Jan 7, 2019 — Marc Pritchard / CES (Press) — Pritchard previewed We Believe at CES before the online campaign launched.
- 2019-01-13 — Gillette (YouTube) — Gillette released We Believe, a film challenging bullying, harassment and excuses for male misconduct.
- 2019-01-14 — Free Republic members (Open web) — Free Republic users discussed the Wall Street Journal story and called for a boycott.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/gillette-best-men-can-be

Cite as: How It Spread (2026). “Gillette: The Best Men Can Be.” Case HIS-01527. Spread Score v1.3: 52/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01527