Pantene’s latest #shinestrong campaign is brilliant. The ad is geared towards helping women increase their confidence in everyday life. Through a series of everyday activities, the advert showcases a variety of women apologising, then takes us through the same activities this time featuring the same women being assertive, confident and unapologetic.
“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,” Kevin Crociata, marketing director of North American Hair Care business, told AdWeek. “This problem of saying sorry, it wasn’t just something women in the US were facing but globally. After the success of the first campaign, Shine Strong is something we’re committed to as a brand.”