Proctor and Gamble recently released its quarterly earnings report and things were mostly positive. Quarterly revenue was up, and the stock performed well above Wall Street estimates. Share prices rose to new highs as the company appears to be performing very strong.

Just not all of the company. Amid all of the great economic news there was one dark cloud:

So while the rest of the company is doing gangbusters the only sector seeing a massive loss was the Gillette division. The report mentioned a number of factors leading to the losses, such as foreign monetary rates and an overall slump in the grooming market.

Others sense another influence:

Even if you wanted to cite those indicators this would still mean the commercial did not work as intended to stem the losses. It also defies the company announcing after the commercial’s release that it was widely supported. Guess calling your base customers problematic toxic individuals does not endear them to your product after all???

It was just days ago that the CEO of the company was still defending the ad, claiming that it may have only alienated “some” customers.

Gillette’s CEO and president, Gary Coombe, says that angering some consumers with its #metoo campaign was a “price worth paying” if it meant the brand could increase its relevance among younger consumers and turn around its falling market share.

That is some brazenly attempted spin. You are facing an isolated loss in the billions. That is quite the opposite of turning around a falling share in the market. This could be a classic case study in marketing schools in how to NOT to appeal to new customers.