2. Pantene breaks
stereotypes ON MAY 16, 2014
Pantene Philippines RELEASES a campaign ad which went viral
globally
As of nov 2014, views escalate to 46
million views
WHAT THE VIDEO TACKLED:
gender equality
3. Pantene’s devised Feminism customers are mostly female. with this being said, pantene
a way to grab the attention of its female consumers.
“This is one of the
most powerful
videos I have ever
seen illustrating
how when women
and men do the
same things, they
are seen in
completely
different ways.”
– Sheryl Sandberd
“breaks down every sexist workplace stereotype”
- Time Magazine
Like dove, pantene has joined the movement of
empowering women to strengthen their
branding.
4. Content
In the video, it showed a man and
a woman performing the same
tasks.
It compares the kind of labels
given to a person depending
on their sex; negative
stereotypes are prominently
given to women.
5. Context
The fight for gender equality still prevails. Up to now:
Women earn 70-90% percent of men’s salary
Women are expected to be the homemaker
Women are heavily criticized for
what they wear
Working dads are more accepted
than working moms
6. Impact of the video
raises
awareness to
gender
inequality in
workplaces
positive branding
Internation
al
recognition
or attention
associated to pantene
7. Analysis
Nowadays, it has been effective for brands to market themselves by having a cause
and starting a campaign.
This technique has been prevalent in brands such as dove, coke, and pantene.
By creating an ad that tackles a sensitive topic, it starts public discusssion on the
internet; it gets people talking.
With people talking, not only is the brand the topic of discussion but there is a
positive attachment associated to it for being one of those brands that help raise
awareness.
