Always “Like a Girl” advertising campaign re-defines stereotypes



Follow us

Our book

Brand Toolkit

The Always “like a girl” connects 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.

This 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.

Always advertising Like a Girl TV ad

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"

As a dad of an athletic girl, 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. 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.”  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.

P&G advertising

It’s one more example of where Procter and Gamble are moving to connect emotionally with consumers.

P&G advertising Tide Ad, Like a Girl TV ad

Dove advertising

Always "Like A Girl" 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 advertising

Always "Like a Girl" feels inspired by 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.”

Always "Like a Girl" definitely strikes a chord and connects with women.

Take your brand knowledge to new heights with our Beloved Brands playbook

Beloved Brands is a comprehensive guide that covers the fundamentals of brand management. It goes deep on strategic thinking, brand positioning, brand plan development, advertising decisions, media planning, marketing analytics, and the brand financials. This is an opportunity to build your marketing skills to help your career. And, it will provide you with the roadmap for driving growth on your brand. 

Beloved Brands book for marketers

Marketers see Beloved Brands playbook as a go-to resource, as they keep it within arm’s reach for any new project. We are thrilled to see that it has received a 5-star rating from nearly 90% of Amazon reviewers. Additionally, we have also created playbooks for B2B Brands and Healthcare Brands, catering to specific industries.

To view, use the ▶️ controls to play or volume buttons 

If you are looking to make your marketing team smarter, we can help. To get started, email Graham Robertson at [email protected]

What type of marketer are you?

We believe that marketers learn best when they see our marketing concepts applied to brands that look like their own. We have come up with specific examples – consumer, B2B and healthcare – to showcase our marketing tools. Click on the icon below to choose your interest area.

Beloved Brands logo

Graham Robertson

Email questions

Call 416 885 3911

Follow us on LinkedIn

Beloved Brands book

Brand Toolkit

Beloved Brands Marketing Training

Beloved Brands Marketing Training Video

Elevate your team’s performance with our marketing training. The smarter they are, the greater your brand growth will be.

Our Best Posts for Beloved Brands blog

Click to read more

Beloved Brands Playbooks
Beloved Brands Brand Templates

Find the template that fits your brand. Each of our templates is available for consumer, B2B, healthcare, or retailer brands. 

Beloved Brands Mini MBA
Beloved Brands graham robertson

Contact Information

Graham Robertson

Email: [email protected]

Phone: 416–885–3911

Search our site for any marketing topic

M a r k e t i n g    B o o k

beloved brands

the playbook for how to create a brand your consumers will love

With our Beloved Brands playbook, you will learn to think strategically, define your brand positioning, write a marketing plan, make execution decisions, and analyze your brand. Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that 89% of online reviewers have rated Beloved Brands a 5-star. As a result, Beloved Brands has been a #1 bestseller in brand management. We also have the B2B Brands playbook and our Healthcare Brands playbook

Marketing Training

The smarter your team, the better the results you will see!

As a marketing team leader, you know that your team’s success is essential for your company’s growth. Our Beloved Brands marketing training gives your team the skills they need to make strategic decisions, produce exceptional work, and drive business growth. They will learn to define brand positioning, write effective plans, improve brief writing, make informed execution decisions, and analyze their brand’s performance.

We have designed our marketing training program to build the fundamental skills to help your team reach their full potential. We will work with your team to help them learn to take on Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. 

Brand Toolkit
beloved brands book, marketing book
Beloved Brands Mini MBA