International Women’s Day brings to mind many bold and courageous females, continuous struggles for equality, and apparently, advertisements.
Always has caught my attention once again, with their recent release of another video, Stronger Together, for their #LikeaGirl campaign.
This campaign took social media by storm when it was released in the summer and again when shown in the 2015 Superbowl. To keep the buzz alive, Always celebrated International Women’s Day with a #LikeaGirl campaign video that showcases girls and young women, worldwide, displaying what it means to be a Like a Girl.
Originally, the ad related to athleticism, as that is an area where girls and women tend to be belittled or thought of as inferior. However, in this new video they address the many areas of life girls and women excel at, but are often not regarded as leaders in the field. This includes “calculate #LikeaGirl,” as a female student completes a math problem and “experiment #LikeaGirl,” as another student does chemistry.
While some have thought of this campaign as random, or worse, that it is capitalizing on feminism for corporate gain. To be fair, the company has boosted sales as a result to the Superbowl air time. Call me an optimist, but I think the new Stronger Together video solidifies Always’ intentions. As a company focused on the female market and needs, taking a stance on the empowerment of women doesn’t seem like a far stretch to me. Here’s why:
1. Rewrite the narrative: The tagline is powerful because it converts a phrase that is often intended as an insult, and shows why there is nothing about being a girl that someone should be ashamed of. Likewise, it is not uncommon to hear “time of month jokes” in conversation or in the media, so much so that they can be used to justify why women shouldn’t be trusted to lead a household, a company, or the nation.
2. Perspectives have impact: Sadly, I think everyone has heard the criticisms of female politicians being “too emotional” to handle foreign affairs, or the tongue in cheek jokes about wars that could start when said politician was menstruating. The #LikeaGirl tagline allows Always to cover all of these areas where girls and women need empowerment.
3. The new video also solidifies pre-teens as their target market, which is reaching girls at a time in their life when the Always brand has a new sense of relevance. As girls are entering puberty, Always wants their message to be clear, you have nothing to be ashamed of. Not to mention, this target market is also creating brand loyalty for potential lifelong users.
When it comes to the popularity of the ad, I think a great deal of credit goes to the strength of the tagline. It’s short and sharable—hence the Facebook impressions—it’s memorable, which helps sales; and it’s inspiring, which creates an emotional connection with the brand.
But more than anything, I think women of all ages resonate with this ad and just wish it came out sooner, so they could be the young girls empowered to inspire others.