An Analysis Of Always And The Likeagirl Campaign

2000 Words 8 Pages
The feminine hygiene company Always is running a campaign add in which they use the phrase “like a girl” and turn it into a hashtag to promote more than their product. The #LikeAGirl campaign encourages cultural change to make the phrase “like a girl” to mean something positive rather than negative. The campaign also aims to motivate young women and girls to be confident after they hit puberty when their confidence typically drops. The Always campaign accomplishes this goal through the use of branding, challenging text statements, startling statistics and research findings on young women’s confidence, and critiquing the common place of the phrase “like a girl.”
Always and the #LikeAGirl Campaign.
The international feminine hygiene company
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They understand that their audience is the ones who use their products. In their campaign they use a variety of different aged young women and girls to make it relatable. They also use the hashtag to target the younger generation because they are more likely to know what it is and how it is used. Always asks the question “Ever been told you do something like a girl?” (Always.com) and responds with “Great! Be proud of that, because girls rule! That’s the whole point of our #LikeAGirl movement. During puberty, a girl’s confidence can plummet, and Always is out to change that” (Always.com). The company uses more casual language that younger women can understand and it makes it seem as if they are being spoken to rather than spoken at. This campaign effectively reaches their audience by tapping into what is relevant and popular to young women and girls such as language and social media. The company is now using a different technique to sell their products. Instead of selling the idea of a women being a better version of herself because of their product they are “selling products to women using a combination of empowering messages and realistic portrayals of their target shopper” (Berman).
The Always Brand
The Always campaign uses branding by the color scheme they chose to use in this campaign. Always brand color is blue and all three girls are wearing a blue color as their main hue in their outfits and the background. Although
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The campaign also aims to motivate young women and girls to be confident after they hit puberty when their confidence typically drops. They achieve their goal by appealing to emotions and logic of their audience and even those outside who see the issue that has arisen from the common phrase of “like a girl. They accomplish their goal through the use of branding, challenging text statements, startling statistics and research findings on young women’s confidence, and critiquing the common place of the phrase “like a girl.” This has resulted in a movement to empower girls and women around the

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