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Pantene #WhipIt Campaign Looks at the Girl Boss
By: Dwayne W. Waite Jr.
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Truth be told, women have had a tough time moving up the corporate ladder. We all know this. But to think that women are experiencing this worldwide is another eye-opener. We see women world leaders — prime ministers, presidents, chancellors, and the like — so surely women have a better chance of rising up in places other than the U.S.

Pantene wants us to re-think that.

Pantene Philippines, in cooperation with BBDO Guerrero, started the Pantene #Whipit campaign; a campaign that takes a look at woman trying to "whip" the "labels" women are usually given in the workplace. The duo released an ad that has almost three million views and talks about the labels men get vs. the labels women get when they display the same personality traits.

The ad is below.



What did you think?

It deserves conversation. When women are living longer than men, spending more years in education than men, and are having less children, it is a no-brainer that the dedication women have had to increasing their intellect would transfer to their ambition and desire to get the business positions they want to have. 

Does the ad do the plight justice? We think it brings attention to it. More needs to be done.

Pantene is throwing its hat into the mix. It knows that women need to look good while reaching the goals they want to achieve, but now they have a corporate advocate. It is nice to see brands being eager to stand for something again.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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