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 is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do. The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow. For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media. Graham spent 20 years 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. Beloved Brands has a robust Client list that includes NFL Players Inc, NFLPA, Pfizer Consumer Healthcare, Earls Kitchen + Bar, 3M, 649 Lottery, Sunlight, Carlsberg, Slimquick, Red Racer, Shagri-la Hotel, Canada’s Wildlife Health and Fluke.View more posts from this author