December 12, 2013
Captivating Ad about Working Women rivals Dove’s “Real Beauty”
A new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”. The ad takes on the stereotyping labels that women face in the work place.
I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving. The creativity of the work breaks through the clutter with insights that make women stop and say “that is exactly how I feel”. I’m always trying to push Brand Leaders to go more emotional and push for a big huge idea their brand can stand behind. It’s always too easy for the Brand Leader to stay 100% logical, to put in claims and side-by-side demos and playing it safe. But in the words of Marianne Williamson: “Your playing small does not serve the world.”
This new Pantene spot has entered into the same space, but more focused on the work place and the image women need to fight. It’s less about “inner” beauty and more about the “outer” stereotypes.
As a husband to a very successful career woman, I love this. And as the father of a 15 year-old daughter, this has hope that women continue to break through against the stereotypes put on them.
“Be Strong and Shine”
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At Beloved Brands, we love to see Brand Leaders reach their full potential. Here are the most popular article “How to” articles. We can offer specific training programs dedicated to each topic. Click on any of these most read articles:
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This entry was posted in Beloved Brands in the Market and tagged in ad age, Advertising, Brand, brand concept, brand mangement, brand manger, brand plan, brand positioning statement, brand strategy, creative brief, customer value proposition, CVP, dove, google +, grandfather, india, indian, Marketing, marketing management, pantene, paris, parisian, phillippines, positioning, real beauty, reunion, Target Market, youtube.
Graham Robertson is one of the voices of the modern brand leader. He started Beloved Brands, knowing he could make brands better and brand leaders better. Graham believes passion matters in marketing, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. Graham spent 20 years in brand management leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. He has an MBA from the Ivey Business School, ranked the #1 International business school by Business Week. As a Brand Coach, he can help you create a winning positioning statement for your brand, write a brand plan everyone can follow, find advertising that drives growth and train your team of Brand Leaders on everything marketing. The client roster for Beloved Brands includes the NFL Players Association, Reebok, Pfizer Capital One, 3M, Sun Products and Earls. Graham’s weekly blog (beloved-brands.com) has a vast following with over 3 million views, and his public speaking appearances inspire brand leaders to love what they do.View more posts from this author