The Jupiter Drawing Room CT presents: The Deeply Insightful Report This report aims to spotlight key topics, insights and learnings that we can get inspired and informed from. In light of South Africa's Women's Month, we took to looking at brands that empower women and what learnings we can gain from them. Women drive the majority of consumer purchase decisions and spending. Successful marketing that speaks to them in a relevant, meaningful and targeted way can make a difference to a brand. And it's not just all about using pink, hearts and babies. Find out how brands can win and the pitfalls to be aware of. If you would like this presentation in your inbox, please email hello@jupiterct.co.za.

1. THE JUPITER DRAWING ROOM
CAPE TOWN
DEEPLY INSIGHTFUL REPORT:
FEMVERTISING

2. ‘Femvertising’
A form of advertising that empowers women and girls.
SheKnows

3. Women are watching more ads (on YouTube). More ads are empowering.
And more brands are likely to see impact. Research shows women aged
18 – 34 are twice as likely to think highly of a brand that made an
empowering ad and nearly 80% more likely to like, share, comment, and
subscribe after watching one.
- Think With Google, 2017

4. Through the rise of feminism, we are in the zeitgeist of
‘The Future is Female’.
Brands that are winning with women are the ones that dare to be brave
and break the stereotypical forms of communicating,
and ways of portraying women.
Women are deeply connecting with these brands that challenge
everything that was thought to be what a woman is and should do.

5. We find that in order for your brand to connect and engage on a real
level with women, you need to empower and inspire them by challenging
these stereotypes and celebrating the relevant realities of women today.
From tackling taboo topics to highlighting gender inequality, as well as
championing the notion of what women can and cannot do, these
territories create a richer conversation and engagement platform for
brands to connect with women, today.

6. What areas can your brand start engaging with women today?

7. 1. Breaking Taboo
2. Wo=men
3. Beauty Reframe
4. She Can, and She Will
5. Celebrate Women
6. How to Evolve

8. 1.
BREAKING TABOO

9. 1.
BREAKING TABOO
Once a taboo, now being challenged as the norm, brands are opening up
channels to confront and help consumers to participate in topics such as
menstruation and breastfeeding.These brands show that you can address what
was once censored authentically, tastefully, and with humour - whilst remaining
aligned to what your brand offers.

10. LIBRESSE BLOOD NORMAL
Libresse and Bodyform decided to
abandon the blue liquid we are used to
seeing in pads ads, and rather show a
real depiction of menstrual blood in
order to break period taboos - making
blood the new normal.

11. LIBRESSE VAGINAVARSITY
Libresse South Africa launchedVagina
Varsity to break taboos and myths
around women’s health.Working
alongside Pap Culture, they created
content that pushed talking about the
Vagina and women’s health onYouTube
and in private - in email.

12. LIBRESSE ODOUR CONTROL UNEMBARRASSYOUR GALACTIC QUEST
An extension of theVaginaVarsity
campaign, Libresse and Pap Culture
shared comedic ads for their maxi pads
range to desensitize the realities of
menstruation.This is a great example
locally, on how to break through a
taboo with humor to make it digestible
and engaging.

13. GAP LOVE BY GAPBODY
To encourage and empower women,
and normalize breastfeeding, Gap
released a simple and intimate ad
posted on Instagram to show their
support for not only openly
breastfeeding, but also to tackle the
stigma on the length to breastfeed
children by showing a toddler rather
than an infant.
The photo is authentic, beautifully shot,
and altogether sings comfort (in both
topic and product) rather than
discomfort.

14. SK-II MARRIAGE MARKET TAKEOVER
In China, single women over the age of
27 face immense pressure for not being
married. At this age, they are called
Sheng Nu - Leftover Women.
SK-II, a beauty brand in China, got
hundreds of women over 27 to bravely
send out a message to the nation and
their families, that they in fact are
proud of who and where they are in
their lives, and ultimately control their
destiny.

15. 2.
WO=MEN

16. 2.
WO=MEN
Brands from the Middle East and Africa have joined the movement for gender
quality in their communications by defying traditional thinking of their
communities, and using their stature as a well-known and well-loved brand to
make an influential contribution.

17. ARIEL (INDIA) SHARE THE LOAD
Traditionally, washing is seen as part of
a woman’s duty in the household.
Whether she is a housewife or not, it is
part of her role as a wife.
Ariel India challenged this by asking
‘Why couldn’t a man do the washing?’
This simple truth and message allowed
the brand to communicate to their
audience that things can change, and
men too can be part of the household’s
chores and needs.

18. GENERAL ELECTRIC MEET MOLLY
For a long time, women interested, and
working in, the male-dominated STEM
industry was unheard of - let alone
embraced. Now, brands are pushing the
image of women in technology, showing
that from a early age, girls can and
should be part of technology and
innovation.

19. STAR PLUS NAYI SOCH
With India being a traditionally
patriarchal society, women are
considered a liability or someone else’s
‘wealth’. Star Plus decided to challenge
and change this gender bias with a
simple and powerful story of a father
and his daughters - drawn from the
insight of shops in India commonly
named after male members (e.g.Aamir
& Sons).

20. MCDONALD’S THE MAC PERCENT
In Puerto Rico, a study shows that only
15% of women achieve a leadership
role in their workplace.
McDonald’s decided to create
awareness of this gender inequality on
Women’s Day by giving men 15% of
their burger.

21. AUDI DOORS
To celebrate the event of Saudi Arabian
women being allowed to obtain their
driver’s license and drive cars, Audi
created a short film to showcase what
this new step of independence and
equality looks like in a Saudi Arabian
woman’s life.

22. CARLING BLACK LABEL #NoExcuse
To raise awareness and rally South
African men to stand against domestic
violence on South African women,
Carling Black Label used its voice and
influence to spread this powerful
message.A beer loved by most men,
has taken the risk to speak to those
exact men, to stand for and love
their women.

23. 3.
BEAUTY REFRAME

24. 3.
BEAUTY REFRAME
What makes a woman beautiful has always been one of the biggest
stereotypical identifiers that Femvertising has challenged.Winning brands are
showing that beauty is not one-dimensional anymore - it is not framed by a
man’s desire. It is real, voluptuous, an array of skin tones, strong and soft.
Women want to see themselves, not an idea.

25. H&M AUTUMN COLLECTION / LADYLIKE
H&M’s Ladylike campaign deconstructs
what it is to be a ‘lady’. From table
etiquette, to having a ‘masculine’ figure,
and even sitting like a ‘man’ - the brand
fearlessly and freely opens up what it
means to be a lady and becomes a
champion for all women. This
welcomes women to be, dress, and act,
the way the want to - just like the lady
they are.

26. JET LOVEYOURSELF
Self-love and self-confidence are the
new sexy, and Jet wanted to remind
women of this. By using local
influencers that embody this
unapologetically, they were able to
spread a message of #LoveYourself to
the women of South Africa.

27. DOVE #MyBeautyMySay
#MyBeautyMySay by Dove sought to
encourage women to stand up for their
own beauty and go against the
judgement women give to each other
based on appearances.
This powerful message helps women to
embrace their own kind of beauty no
matter what society says.

28. L’OREAL BEING A WOMAN TRANSCENDS THE BODY
L’Oreal shared the story ofValentina
Sampaio taking her first ID photo as a
woman.Although the brand doesn’t
reframe beauty from an external point
of view, they do reframe beauty from a
traditional ‘feminine’ point of view -
taking a bold stand on what makes a
woman, a woman.

29. FOSCHINI ONLINE SUPER HEROES
For the launch of Foschini’s latest
online store, they collaborated with
Kenyan Afrofuturist photographer,
Osborne Macharia, to create a series of
portraits that celebrate the power of
all women.
Though not communicated on a larger
scale, it is a start for our local brands
to start reframing beauty from an
Afrofuturistic point of view.

30. 4.
SHE CAN, AND SHE WILL.

31. 4.
SHE CAN, AND SHE WILL.
Women are fearless.They sweat.They bruise.They will keep going, especially
when they are told not to.Although showcased often by sports brands, there
is room for other brands to celebrate and highlight the grit, tenacity, and
boundless spirit of women.

32. NIKE UNTIL WE ALL WIN
With Serena Williams as a brand
ambassador, Nike leverages her
influence and story to share with
women that there is no ‘wrong way to
be a woman’, nor being the woman
that you will hold you back from
succeeding.

33. SPORT ENGLAND & THE NATIONAL LOTTERY THIS GIRL CAN
To inspire and help women overcome
the fear of judgement when they are
active and playing sports,The National
Lottery and Sport England shared that
any woman should be freely active no
matter what they are doing or how
they look.

34. SSGA FEARLESS GIRL
State Street Global Advisers made a
bold statement on women inequality in
corporate. But what made this
campaign stand out more, was the
influence it had on visitors - specifically
young girls that visited the statue.
This statue inspired young girls to face
the bull. Fists on waist, they learnt how
to look fearless.This is an important
engagement element of the statue, as it
taught girls that they too can face a
‘bull’ fearlessly.

35. NIKE UNLIMITEDYOUTH
As part of the Unlimited campaign,
Sister Madonna Buder showed her
determination to defy conventional
conceptions of age.
It’s not only young girls and millennial
women that are changing the narrative
of women - it is the women that keep
challenging what is thought of them
that inspires everyone on
living unlimited.

36. 5.
CELEBRATE WOMEN

37. 5.
CELEBRATE WOMEN
There are many roles that women play.There are many moments where women
unite to celebrate and support other women.We are in a time where brands
need to show this - women that are for women.As well as celebrate the multiple
roles that women play to support and enhance the lives of those around them.

38. P&G THANKYOU, MOM
P&G continues to celebrate and
support Moms. In this version of ‘Thank
You, Mom’, they celebrate the support
Moms give to their children to help
them face tough circumstances.

39. NIKE DA DA DING
To counter the image problem of
sports in India for women, Nike India
created a powerful video that showed
women united in sports - making it
cool, accessible, and fun. Indian women
could come together and be part of an
unstoppable movement revolution.

40. L’OREAL WOMEN OF WORTH
Every year, L’Oreal celebrates 10
Women of Worth.These are women
that find beauty in giving back to
people and sparking a change in
society.

41. GUCCI CHIME FOR CHANGE
Chime for Change, founded by Gucci, is
a group of celebrity women working to
promote education, health and justice
for every girl, and every woman,
everywhere.

42. 6.
NOT TOO OLD TO EVOLVE

43. CASE STUDY: BARBIE

44. 6.
HOW TO EVOLVE
The challenge with brands that have heritage is how to evolve with the times without losing
credibility. Brands such as Barbie faced the same challenge of adapting to their new girl-child
audience and the world she lives in that believes that a girl is more than just beauty and
aspiring to be married.
A learning from Barbie as a brand is that it’s heritage reflected the times and views of their
audience. So by looking at the present girl and her world, they could adapt and challenge
themselves to reflect the present audience to rebuild relevancy as a brand.Thus moving from
housewife Barbie, to Astronaut Barbie.

45. BARBIE 1959 FIRST AD
The first Barbie ad released in 1959
reflecting the times of the conservative
woman.

46. BARBIE IMAGINE THE POSSIBILITIES
Barbie relaunched with Imagine the
Possibilities - a challenge to themselves
and to their new audience on a new
Barbie.

47. BARBIE YOU CAN BE ANYTHING
Barbie now drives the message of ‘You
can be anything’. Extending girls’
imagination of what they can be.

48. BARBIE INSPIRING WOMEN SERIES
Barbie traditionally did not have iconic
figures.This is another groundbreaking
tactic where they teach young girls of
the many iconic women figures that
have innovated and been a significant
part of history - ultimately building a
new age Barbie.

49. SUMMARY

50. SUMMARY
1. It is possible to brave out taboos.As with anything that is uncomfortable, dress it authentically, tastefully,
and/or with humour whilst remaining aligned to your brand offering.
2. Sometimes it takes realizing the influence your brand has to have the courage in standing for equality.
Today, you cannot lose by showing what is not considered right anymore.
3. By challenging traditional views of beauty, brands are able to reframe beauty, and expand and engage
with a wider audience.
4.You do not need to be a sports brand to empower women.There is room to tap into her grit, tenacity,
and boundless spirit outside of sport.
5. Brands can show women that are united, and the many roles that our women play, that ultimately
strengthen and better our society.
6.As a heritage brand, or a brand with heritage thinking, evolve by reviewing and reflecting the current
times. By understanding the evolution and nuances of women today, and assessing your core product
offering, you’re able to find a sweet spot that will allow you to authentically adapt and have a richer
offering and conversation.

51. THANK YOU