Gillette`s toxic masculinity was actually a major business failure, it's going to go down like the New Coke and other disastrous modern campaigns, so you're wrong on this basic premise.
It was driven by political activism rather than marketing acumen, the kind of activism exhibited here by the head of the parent corporation:
Quartz: In recent years, numerous brands have started approaching conversations about masculinity, or what masculinity means, in their marketing. Is it important for brands to do this? And if so, why? Carolyn Tastad, group president of P&G North America: 'We believe that
advertising has the power to change mindsets. In many cases, it really influences popular culture because it's seen so many times and with such frequency. And so
a very big part of our gender equality effort is really focused on leveraging our voice in advertising and media. The Gillette campaign, which I'm so proud of, takes on this other important conversation about modern masculinity. This campaign puts the spotlight on great men holding other men to the highest standards and really being role models for the next generation.
We believe we can spark dialogue that can really motivate change.'https://qz.com/quartzy/1626698/pg-exec-behind-viral-gillette-ad-talks-toxic-masculinitySo enacting social change, changing mindsets, promoting a political agenda by leveraging their advertising and media power, rather than devising marketing and ad campaigns geared towards protecting their brand and improving the bottom line...
As a result of this activist business culture, if you`re a brand manager at Gillette, you`re not likely to be fired for failing in the marketplace due to putting a misguided political agenda above the bottom line, and you will probably not be hired in the first place if you're not in tune with that agenda. IIRC, the head of that Gillette campaign was a woke female Kellogg grad millennial.