Campaign Analysis: Pantene Philippines Shine Strong
Alessandra Rao
In November 2013, Pantene Philippines (P&G) launched Shine Strong, a controversial campaign created by BBDO that portrays gender labels. It shows a man and woman leader doing the same job, reading “boss” behind the man, and “bossy” behind the woman. A man working late is “dedicated,” whereas a woman working late is “selfish” (Forbes). Shine Strong encourages women to rise above gender labels. The brilliant campaign proved effective by taking advantage of external socioeconomic opportunities, psychological motivations, and social media to bring awareness to its brand.
Pantene identified its target market and surrounding opportunities: Filipino women ages 18 to 44. Women are taking up more board positions and earning higher salaries than in the past, globally (Catalyst). However, men outnumber women (22 vs. 14 million employed, respectively) and get more benefits for doing the same work (PCW). The campaign acknowledged the growing presence of women leaders while creating awareness for gender stereotypes. Furthermore, the Philippines has the fastest growing economy among Asian countries for the first quarter of 2013, (NSCB). P&G ranks second to Unilever in Philippines hair care (21% vs. 42% share of value sales, respectively). Hair care products are considered necessities to Filipinos. Pantene holds an 8.7% share in the Filipino hair care market and seeks to maintain brand loyalty (Passport). Therefore, the Philippines is a breeding ground for women leaders and the hair care industry.
Pantene uses undifferentiated targeting because its users are women. In a perceptual map, Pantene is positioned towards moderately affordable and high-value. Its sales are concentrated in urban areas and middle-class families. The Philippines campaign effectively uses global marketing standardization, hence, it seamlessly spilled to the U.S. and U.K., without changing the message (Vizard).
The ad brilliantly uses psychological tactics. It sparks controversy with the use of cognitive dissonance: the same behavior can be labeled as positive for men and negative for women. The campaign appeals to esteem-needs: the last sentence suggests that Pantene gives women confidence to live above labels (Youtube). Pantene’s campaign is effective at prompting consumers to subscribe to the values of the aspirational reference group: powerful, confident, career-oriented women. The story acknowledges real, negative behavior: how men and women tend to view women in high positions. It appeals to a widespread, feminist cause. The campaign promotes a lifestyle (self-image), not only a physical product, demonstrating its strategic mission: “providing customized hair care products that empower women to look and feel their best every day” (P&G).
Hashtags are included to bring the two-way conversation to social media: #shinestrong and #whipit. Cheryl Sandberg shared the link on Facebook, causing it to go viral. In just two months, the Youtube video has reached 43 million views, and #shinestrong has a current period popularity of 32.7 out of 100 (Hashtagify). Furthermore, “shine strong” on Google Trends spikes at December 2013, with a popularity of 100 (Google Trends).
Works Cited
1. Tulshyan, Ruchika. “This Amazing Hair Commercial Portrays Gender Labels Effectively.” Forbes. 06 Dec. 2013. Forbes Magazine. 16 Feb. 2014 <http://www.forbes.com/sites/ruchikatulshyan/2013/12/06/this-amazing-hair- commercial-portrays-sexist-labels/>.
2. “Labels Against Women | #ShineStrong Pantene.” YouTube. 09 Nov. 2013. YouTube. 16 Feb. 2014 <https://www.youtube.com/watch?v=kOjNcZvwjxI>.
3. “Procter & Gamble.” PG.com Pantene: Department stores, readers choice, Marie Claire. P&G. 16 Feb. 2014
<http://www.pg.com/en_US/brands/global_beauty/pantene.shtml>.
4. “Statistical Overview of Women in the Workplace.” Catalyst. Catalyst. 16 Feb. 2014 <http://www.catalyst.org/knowledge/statistical-overview-women-workplace>.
5. “Statistics on filipino women and men’s labor and employment.” PCW.gov. Philippine Commission on Women. 16 Feb. 2014 <http://pcw.gov.ph/statistics/201304/statistics-filipino-women-and-mens-labor- and-employment>.
6. “The top 10 hashtags related to #shinestrong.” Hashtagify.me. 16 Feb. 2014 <http://hashtagify.me/hashtag/shinestrong>.
7. “Google Trends.” Google Trends. Google. 16 Feb. 2014 <http://www.google.com/trends/explore#q=shine%20strong>.
8. Vizard, Sarah. “Pantene brings “Be Strong and Shine” gender inequality campaign to the UK.” MarketingWeek.co.uk/. 19 Dec. 2013. Marketing Week. 16 Feb. 2014 <http://www.marketingweek.co.uk/sectors/fmcg/pantene-brings-be-strong-and- shine-gender-inequality-campaign-to-the-uk/4008950.article>.
9. “Philippines is the fastest growing Asian country in the third quarter 2013.” NSCB. 16 Feb. 2014 <http://philembassybrasilia.org/portal/index.php/philippines-news/88- philippines-is-fastest-growing-asian-country-for-first-quarter-of-2013>.
10. “Hair Care in the Philippines.” Euromonitor International. June 2013. Passport. 16 Feb. 2014 <http://www.portal.euromonitor.com.remote.baruch.cuny.edu/Portal/Handlers/accessPDF .ashx/Hair_Care_in_the_Philippines.pdf?c=23PDF&f=S-234411- 23551423.pdf&saveAsName=Hair_Care_in_the_Philippines&code=GkWCckoygItg5wQ DeyAujq%2f23%2bs%3d>.
