The Always “like a girl” will connect on a deeper level with women. The work builds on what was started by Nike and Dove.
Most days I can safely say “we are just marketers,” but every once in awhile, I see that we can have a cultural impact. We can use our platform to stand up for consumers, in this case, teenage girls, and in fact, all women will be moved by this video.
A new 3-minute video by the ALWAYS team at P&G is making its way around the internet this weekend with millions of views already. I hope that it gives you goosebumps, tears or gets you to think differently.
The insight that P&G’s team found was that somewhere in the adolescence stage, girls self-confidence plummets. In the video, they ask both men and women over the age of 15 to depict what “like a girl” looks like, and both sexes show a stereotype and a negative association with WEAK. Moreover, then, they ask 8-10-year-old girls to “run like a girl,” and they show how they would NORMALLY run. The insight is that somewhere between 10 and 15, girls start to see “like a girl” as an insult. The Always brand challenges us to re-define “like a girl.”
Always "Like a girl"
I’m a dad of a 16-year-old girl, and I can see this insight. I remember playing football in the backyard when my daughter was around 10, and she picked up the football and threw a perfect spiral about 20 yards. I just stood in awe. She’s a fantastic athlete, a Dennis Rodman type basketball player who leaves nothing on the court. In 6th and 7th grade she was the regional shot put champion. Also, then in 8th grade, she didn’t even go out for her school team. She was fighting those stereotypes at a tough age to “be a girl.” The Dove Outdoor campaign from last year hit home with girls quitting sports in their teens because of confidence. In today’s world of Instagram and Twitter, from what I see every day, it’s harder than ever to get to 20 feeling good about yourself.
It's one more example of where Procter and Gamble are moving to connect emotionally with consumers.
Inspired and builds on the work by Dove
Getting on the side of your consumer makes your consumer say “this brand is for me” and “this brand gets me.” Unilever was the first CPG brands to get on the side of consumers with the Dove “real beauty” campaign–still, a gold standard that many of us aspire to.
Nike's "if you let me play"
However, in reality, CPG brands should still look beyond CPG to push themselves. You are watching Nike’s “if you let me play” ad from 1995, you can see the inspiration of this work. This ad is for all the women who kick ass in sports, including my daughter.
Doing this type of advertising takes guts. At this point, the video is viral and gaining momentum. This type of work comes straight out of insights gathered by the team. Insight is not something that consumers never knew before. That would be knowledge or news, but not insight. It’s not data or fact about your brand that you want to tell. Real insight goes a layer or two deeper to help with the cause and effect. Oddly enough, Insight is something that everyone already knows. Here is my definition: Insight comes to life when it’s told in such a captivating way that makes consumers stop and say “hmm, I thought I was the only who felt like that.”
The Always ad will definetly strike a chord that connects with women.
Our marketing training programs to help brand leaders reach their full potential
You can click on the arrow above to view a quick video outlining our marketing training programs
Our playbooks will show you new ways for how to think, define, plan, execute and analyze your brand
- You will find new strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies.
- To define the brand, I provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We show a step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.
- For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the marketing communications plan, innovation process, and sales plan.
- To grow your brand, I show how to make smart decisions on marketing execution with chapters on how to write a creative brief, how to make decisions on creative advertising and how to lead the media choices.
- When it comes time for analyzing the performance of your brand, I provide all the analytical tools you need to lead a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand.
You will learn everything you need to know so you can run your brand and be successful in your marketing career.
You can find Beloved Brands and B2B Brands on Amazon, Rakuten Kobo or Apple Books
Click on any of the icons above to go directly to the page where you can buy our books.