a social media story that probably came up on your news feeds recently that gillette ad that landed the company in some hot water jumping on the need to hash tag and subsequent movement to protect women from sexual harassment in the workplace gillette tweaked its long time sales slogan the best a man can get turning it into the best that men can be and then the company got beat up online for appropriating a social movement for the sake of its profits that advertising technique has a name it's called purpose marketing it's a socio political kind of brand of messaging that adopts a purpose in order to sell a product in the twenty first century marketplace traditional product focused campaigns no longer get the clicks the likes the shares that advertisers crave so more and more of them are latching on to causes and gillette's not the only brand to have an ad of this kind backfire the listening posts johannah who's now on a marketing trend and the challenge of striking a balance between...