Proctor & Gamble brand Pantene is on a mission to help women become more assertive.
A new ad campaign titled, “Not Sorry,” highlights what they see as an all-too- common occurrence in business and life: Women apologizing for expressing a thought or opinion, or for no good reason at all. Check out the video:
points out, the spot isn’t exactly a home run:
… the message undercuts itself a bit with some of the women saying, "Sorry not sorry." That's a hashtag and a song by Glee's Naya Rivera. It doesn't really work for the context of the ad; one of the women saying she's not sorry is hogging the covers. I'm not sorry to say that she should be sorry!
The spot is a follow up to its previous “Labels Against Women
P&G’s North American marketing director for its hair care business, Kevin Crociata, told Adweek
We've struck a chord in terms of changing gender norms for women. We used market research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful areas. This problem of saying sorry, it wasn't just something women in the U.S. were facing but globally. After the success of the first campaign, 'Shine Strong' is something we're committed to as a brand.
What do you think? Does the message hit home for you?