Pantene Philippines released a viral video campaign in November 2013 called "WhipIt" that highlighted gender inequality and stereotypes. The video showed a man and woman performing the same tasks but receiving different labels and criticism based on their gender. As of November 2014, the video received over 46 million views globally and was praised by figures like Sheryl Sandberg for breaking down sexist workplace stereotypes. The document discusses how the video raised awareness of ongoing issues like the gender pay gap and double standards faced by working mothers. It also analyzes how creating cause-related campaigns is an effective branding technique for companies to start discussions and achieve positive recognition.

1. #WhipIt
Angelica
Gaite

2. Pantene breaks
stereotypesON NOVEMBER 9, 2013
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. Feminism
Pantene’s customers are mostly female. with this being said,
pantene devised 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
(facebook CEO)
“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. GENDER INEQUALITY
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
their appearance
 Working dads are more accepted
than working moms

6. Impact of the video
 raises
awareness to
gender
inequality in
workplaces
 positive
branding
associated to
pantene
International
recognition or
attention

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.

8. Links ofsources
• http://www.pg.com/en_PH/news_views/pressrelease
s/campaign.shtml
• http://thefederalist.com/2013/12/13/3-worst-things-
pantenes-hot-new-lean-ad/
• http://www.unwomen.org/en/news/in-focus/the-
united-nations-conference-on-sustainable-
development-rio-20/facts-and-figures
Video: https://www.youtube.com/watch?v=kOjNcZvwjxI