Of shampoos & strength

I love it when advertising sends a feel good message! Who doesnt? So I came across this inspiring ad made by Pantene (Philippine)- I thought to myself Shampoo ad ok another product that focuses on women looking pretty with some celebs thrown in (Yawn). But this one was different . I loved it as a woman & as an objective marketing enthusiast! This ad is exhorting women to not let haters, prejudices & labels hold them back. It boldly displays our distorted perceptions & encourages women to rise above those labels.

You might remember how dove connected to “real” women by running the love your self kinda ads? I think Pantene is pushing those boundaries by asking women to be strong & shine. I love it & am sure many other women out there will love it too! Thats just smart branding right there for you! Perfect emotional connect by just being smart, creative and most importantly by understanding the pulse of the customer. In the end the tag line “Be strong & shine” kinda reminded me of one of my favourite lines by Marianne Williamson. Below is the excerpt i was reminded of:

“We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be? You are a child of God. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you. We are all meant to shine, as children do. We were born to make manifest the glory of God that is within us. It’s not just in some of us; it’s in everyone. And as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.”

I know it might sound like a long leap & much ado about an ad made to ultimately earn bucks for a beauty product. But it made me feel good, it reminded me of the above poem that has always given me strength and also improved the shampoo’s top of mind recall for me so i would say its thumbs up for this ad. In times when it is so much easier to objectify women or make them feel insecure, i appreciate this ad that takes the road less traveled by . It might just make the difference for this brand.Hope you enjoyed it too! Sigh I just love good advertising/Marketing!


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