MERCADEO Versión en español
Pantenes viral video has a vital message for women
Patricia Molina| 3 de enero de 2014
#ShineStrong es un mensaje dirigido principalmente a las mujeres
Pantene was right in line with its target groups concerns with its latest TV commercial advising women not to worry, to be strong and above all, to shine while underscoring the negative double standard so often used in describing and portraying women in the workplace.On the heels of the viral success of the video Be Strong and Shine, which shows gender labels in the workplace, Pantene announced the launch of the global campaign #ShineStrong. The Pantene video in the Philippines topped 14 million views with more than 100,000 shares. Comments were highly positive from the start, which is why Pantene quickly decided to widen the scope of the message and launch the 60-second spot in the United States on ABCs year-in-review program The Year last Dec. 19.The first phase of the #ShineStrong campaign urged women to join the movement, asking them to share their #ShineStrong moment with Pantene. Winners will receive a trip with all expenses paid to an important womens leadership summit. Entries were accepted up to Jan. 17.We are excited and committed to help better understand, educate and fuel the discussion on unfair labels and are working on plans to broaden and deepen our future program said Colleen Jay, president of global hair care and hair color at P&G.
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