Apologies Not Accepted: How Pantene is Challenging Labels
Pantene Pro-V’s Shine Strong Campaign made headlines when they released their newest “Not Sorry” Ad, which features women playing different roles such as career woman, mother and friend and scenarios in which women apologize for simple things.
The ad begins with women in various scenarios apologizing for asking a “stupid” question or simply handing off the child to their husband. It later circles back around and features the same situations where women say the same things without apologizing. Not only does is shed a light on labels placed on women by society, but also challenges women to stop and think about how far they’ve come, and how much work is left to be done.
Mother Teresa, Oprah, Eleanor Roosevelt, Rosa Parks, Coco Chanel, Marie Curie, Ruth Bader Ginsburg and so many more have shaped the course of our history in countless ways. Their individual successes have helped pave the path for women’s rights. Yet, despite all their efforts and huge achievements, we still must address our society’s view on women.
Why are we still apologizing? Haven’t women throughout time done enough to cement our place in this world? Why must we still address this issue?
It seems silly to remind ourselves that women have only had the right to vote for a little under a century however, in that time no one can deny that we have come a long way. But there is still so much left to be done, there are still places in this world where women cannot drive a car or work. We have so much acceptance yet an archaic stereotype lingers around women to this day.
Pantene’s “Not Sorry” ad is part of their Shine Strong campaign which empowers women to break down the stereotypes and prove that it’s OK to be authoritative, its OK to assume leadership positions and its OK to strive to be the best we can be. The “Sorry Not Sorry” tagline comes after “Don’t Hate me because I’m beautiful” in the late 80’s, “Hair so healthy it shines” in the 90’s and more. Last year, Pantene released an ad called “Labels Against Women” featuring the same behavior in both men and women and how society portrays and labels the same actions in a completely different manner.
Pantene’s social media strategy utilizes platforms such as Twitter, Facebook, Instagram and YouTube as well as their website which connects them to each platform. After “Not Sorry” was released, the use of #sorrynotsorry and #ShineStrong became an immediate viral success, initiating conversations on Twitter, Facebook and YouTube.
The Shine Strong Fund strives to teach women to overcome these labels and celebrate ourselves and our successes. The fund will also provide grants which will go towards helping women in college interact with influential leaders.
Overall, the success of the ad lies in the simple fact that it applies to women everywhere, in every stage of their life. There’s that moment when we all stop and realize that we find ourselves apologizing countless times a day for things. It’s refreshing to see Pantene take measures to tackle these labels and bring them to the forefront of the discussion.
As a woman entering the work force, I am grateful to those who came before me and proved that women can be just as successful and influential as men. I hope we all continue to make strides in the right direction and wake up in a world where women everywhere are celebrated and respected as they should be. And no one will be sorry for that.
The ad begins with women in various scenarios apologizing for asking a “stupid” question or simply handing off the child to their husband. It later circles back around and features the same situations where women say the same things without apologizing. Not only does is shed a light on labels placed on women by society, but also challenges women to stop and think about how far they’ve come, and how much work is left to be done.
Why are we still apologizing? Haven’t women throughout time done enough to cement our place in this world? Why must we still address this issue?
It seems silly to remind ourselves that women have only had the right to vote for a little under a century however, in that time no one can deny that we have come a long way. But there is still so much left to be done, there are still places in this world where women cannot drive a car or work. We have so much acceptance yet an archaic stereotype lingers around women to this day.
Pantene’s social media strategy utilizes platforms such as Twitter, Facebook, Instagram and YouTube as well as their website which connects them to each platform. After “Not Sorry” was released, the use of #sorrynotsorry and #ShineStrong became an immediate viral success, initiating conversations on Twitter, Facebook and YouTube.
“[The American Association of University Women] and Pantene will join forces in the 2014-2015 academic year on a new program designed to challenge women student leaders on college campuses throughout the country to initiate change and tackle biases and stereotypes that permeate our culture.”
Overall, the success of the ad lies in the simple fact that it applies to women everywhere, in every stage of their life. There’s that moment when we all stop and realize that we find ourselves apologizing countless times a day for things. It’s refreshing to see Pantene take measures to tackle these labels and bring them to the forefront of the discussion.
As a woman entering the work force, I am grateful to those who came before me and proved that women can be just as successful and influential as men. I hope we all continue to make strides in the right direction and wake up in a world where women everywhere are celebrated and respected as they should be. And no one will be sorry for that.
https://www.youtube.com/watch?v=p73-30lE-XE
http://www.adweek.com/news/advertising-branding/ad-day-sequel-viral-smash-pantene-urges-women-stop-apologizing-158410
http://pantene.com/en-us
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http://images.bwwstatic.com/columnpic6/21AC4C4CC-B18B-7077-6A4174D59C19FE45.jpg
I loved this commercial and their campaign. I feel like Pantene has opened so many women's eyes to their apologetic and almost submissive actions in the work place. I know that for me from watching it, I have even gut checked myself and stopped myself for apologizing or being fearful in voicing an opinion. Pantene has always been a brand that I go to and them taking a stand alongside women to find their strength just makes me want to continue to support them in the future.
ReplyDeleteI agree. The brand goes beyond the product and challenges these labels in a very candid way. They have linked their product to an important social issue that all of their clients can relate to!
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