You throw like a girl. You run like a girl. You took that hit like a girl. These phrases are nothing new or shocking, and they rarely bring even a raised eyebrow of distain. The “like a girl” slang in a phrase that is common in this culture and not rarely considered when used. The lack of thought in this expression created the perfect background for a company who makes feminine products, Always. Proctor and Gamble Company, owner of the Always brand, created a marketing campaign that used these very words to create provoking thought and awareness about how this phrase affects women, and most importantly (to the company), bringing masses of focus and media coverage to their brand. The “Like a Girl” campaign brought a great deal of attention
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Jillian Berman stated in a Huffington Post article that this was the first time a feminine care product was played during the Super Bowl, which is a male dominated profession. (2015) Berman also discussed how the campaign researchers analyzed women and found a distinct drop in confidence around puberty. (Berman, 2015). That is the kind of information that can be capitalized on to hit home with viewers. In general, people tend to care about kids. Focusing on adult women may lose the interest of men, younger people, and even other women who simply do not care. Children however, have an innocence that holds the attention of viewers. Fama Francisco, vice president of Global Always told the Huffington Post, “The deep consumer insight and understanding made us really step back and think, ‘ What are the things that really contribute to that and how can we make a difference?” (Berman, 2015). That was the very key to this digital campaign. Instead of simply focusing on how to push their product and why their product is great, Always focused on something that is universally important. They focused on the question, “What is wrong here?” and sought an answer to “How can we make it better.” The campaign is for and about women, and therefore bound to resonate with them. This brilliant marketing campaign made a large splash, but is not exactly new in terms of marketing ideas. Stephanie Newby, one CEO of a large corporation, recognized the
Jillian Berman stated in a Huffington Post article that this was the first time a feminine care product was played during the Super Bowl, which is a male dominated profession. (2015) Berman also discussed how the campaign researchers analyzed women and found a distinct drop in confidence around puberty. (Berman, 2015). That is the kind of information that can be capitalized on to hit home with viewers. In general, people tend to care about kids. Focusing on adult women may lose the interest of men, younger people, and even other women who simply do not care. Children however, have an innocence that holds the attention of viewers. Fama Francisco, vice president of Global Always told the Huffington Post, “The deep consumer insight and understanding made us really step back and think, ‘ What are the things that really contribute to that and how can we make a difference?” (Berman, 2015). That was the very key to this digital campaign. Instead of simply focusing on how to push their product and why their product is great, Always focused on something that is universally important. They focused on the question, “What is wrong here?” and sought an answer to “How can we make it better.” The campaign is for and about women, and therefore bound to resonate with them. This brilliant marketing campaign made a large splash, but is not exactly new in terms of marketing ideas. Stephanie Newby, one CEO of a large corporation, recognized the