Proctor & Gamble's always brand of sanitary napkins and tampons recently launched the #LikeAGirl campaign which gathered both positive and negative feedback from the ground.
Here's what we think of the campaign on why it's such a breakthrough and where it can be improved on.
Who says selling FMCG (Fast Moving Consumer Goods) can't be emotional?
An elderly gentleman who happened to be an ad executive once told us that nobody wants to connect with their toilet paper or toothbrush during a Twitter debate on how emotional selling. Unable to think different, he chose to focus on a select few established brands like Coca Cola, just one of many successful brands that use emotions to sell a product.
What we like about the always campaign: The powerful message sent to all girls about facing criticisms, stigmas breaking the norms and embracing who you truly are.
It's never easy to be yourself when the fear of being left out and alone is constantly there. We have been conditioned on how to behave, dress, act and speak based on our upbringing, environment, society and popular mass media.
How Procter & Gamble Can always Move on from here
Although the act of empowerment in the advertising campaign's message is positive, Like A Girl is still a derogatory term as it is classifying a group of people under certain stereotypical roles and images.
We would love to see how this FMCG conglomerate Procter & Gamble will move things forward beyond just communicating a message and putting real action into how the thought of empowering girls or letting girls empower themselves can materialize.