In a previous post, L2 Head of Research Maureen Mullen discussed lessons learned from Pantene’s viral hit Shine Strong. The 60-second commercial “Labels Against Women” was viewed more than 46 million times in just a few months. Mullen attributed the success to a clever piece that resonated and inspired discussion. (ICYMI The ad critiques prevalent negative descriptions of assertive women and encourages women to “be strong and shine.”) Sheryl Sandberg shared the video on Facebook, which didn’t hurt its popularity either.
Now, Pantene is continuing to build on the success of #ShineStrong with a new video addressing another trending topic: frequent and unnecessary apologizing among women. “Not Sorry” shows vignettes of women undermining their influence by saying sorry, followed by vignettes of them redoing the same scenarios without apology.
If Dove’s Real Beauty campaign videos are any indication, Pantene’s #ShineStrong campaign will be a success. Dove’s “Real Beauty Sketches” – part of the Dove Real Beauty series – was viewed 163 million times on YouTube. And to appease the skeptics of a Hair Care brand jumping in on a discussion about female empowerment, Pantene is creating the Shine Strong fund in collaboration with the American Association of University Women to underwrite monetary grants and help college women access influential leaders.