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Empowering Shampoo Ads

This Pantene Shampoo Commercial Reminds Women to be Needlessly Unapologetic

— October 8, 2014 — Social Good
Pantene's 'Not Sorry' ad is so much more than just a shampoo commercial. The advertisement was introduced as part of its #ShineStrong campaign, calling out to women who overuse the word "sorry," when there's nothing at all to be sorry for.

The campaign video shows women apologizing for just about everything, including prefacing their questions with a needless "sorry," or saying the word before asking for help. Rather than being sorry for things that you're not truly sorry for, the Pantene commercial encourages women to strong, assertive and confident. The 'Not Sorry' Pantene video is a follow up to its Labels Against Women commercial, which went absolutely viral and put a similar focus on the behavior of women and how it is perceived by others.
Trend Themes
1. Feminist Advertising - Brands can tap into the power of feminism by creating ads that challenge societal norms and empower women, like Pantene's 'Not Sorry' campaign.
2. Apology Culture - The prevalence of an 'apology culture' presents opportunities for brands to create campaigns that encourage individuals to be more assertive and confident in their actions, as seen in Pantene's 'Not Sorry' ad.
3. Gender Equality in Marketing - The shift towards gender equality in marketing provides an avenue for brands to address gender stereotypes and promote inclusivity, exemplified by Pantene's #ShineStrong campaign.
Industry Implications
1. Personal Care Products - Companies in the personal care products industry can embrace disruptive innovation by developing products and campaigns that empower individuals and challenge societal norms, similar to Pantene's approach.
2. Marketing and Advertising - In the marketing and advertising industry, there are opportunities for brands to create impactful campaigns that challenge cultural norms and address social issues, like Pantene's 'Not Sorry' ad.
3. Consumer Goods - Brands in the consumer goods industry can drive disruptive innovation by promoting inclusivity and gender equality in their products and marketing strategies, as demonstrated by Pantene's #ShineStrong campaign.
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