This Always Ad Shows Young Girls That Nothing Can Hold Them Back
Riley von Niessen — July 7, 2016 — Marketing
The #LikeAGirl Always ad campaign works to empower young girls who are having a hard time with adjusting to their body's changes during puberty.
The Procter & Gamble feminine hygiene brand combats this by proving to its viewers that becoming a woman is nothing to be ashamed of. With the 'Keep Playing' Always ad, the commercial follows a number of powerful young girls and women who don't allow the opinions of others to prevent them from reaching their personal goals. It begins with a rugby player describing how the boys at her school don't think it's right for her to participate in the sport because of her gender. Another girl tells how many people think that she should be more conscious of growing muscular from weight lifting.
The Always ad shows how these girls and others overcome irritating stereotypes by embracing themselves for who they are -- showing them that womanhood is synonymous with power.
The Procter & Gamble feminine hygiene brand combats this by proving to its viewers that becoming a woman is nothing to be ashamed of. With the 'Keep Playing' Always ad, the commercial follows a number of powerful young girls and women who don't allow the opinions of others to prevent them from reaching their personal goals. It begins with a rugby player describing how the boys at her school don't think it's right for her to participate in the sport because of her gender. Another girl tells how many people think that she should be more conscious of growing muscular from weight lifting.
The Always ad shows how these girls and others overcome irritating stereotypes by embracing themselves for who they are -- showing them that womanhood is synonymous with power.
Trend Themes
1. Empowering Feminine Hygiene Ad Campaigns - Feminine hygiene brands should focus on empowering young girls and women to be confident in their bodies and aspirations, creating a disruptive innovation opportunity in how these brands approach marketing.
2. Breaking Stereotypes in Sports - Ad campaigns highlighting female athletes breaking stereotypes in sports can disrupt the industry, encouraging more girls and women to pursue their athletic goals and interests.
3. Positive Messaging Around Puberty - There is an opportunity for brands to create ad campaigns that embrace and celebrate a girl's journey through puberty, fostering a more positive and open attitude towards this natural experience.
Industry Implications
1. Feminine Hygiene - Feminine hygiene brands have the opportunity to disrupt the industry by creating ad campaigns focused on empowering young girls and women and breaking stereotypes.
2. Sports - Sports brands and organizations can create a disruptive innovation opportunity by highlighting female athletes and their achievements while breaking down gender stereotypes in sports.
3. Media and Advertising - The media and advertising industry can make use of positive messaging around puberty and feminine hygiene to create a disruptive shift towards empowering girls and women and breaking stereotypes.
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