SO! Always jumped on a similar band wagon to Under Armour with the whole “let’s get girls super pumped about having strong and healthy bodies regardless of what size” thing. I can honestly say as a consumer it works as a selling point. It really works as a selling point. Like really really well.
Anyway to get back on track here, Always released a YouTube commercial and full video about the stigma that surrounds the phrases like “you run like a girl” or “you throw like a girl”. I’m sure you catch my drift. So the director asked people, both men and women, who were adults what those phrases looked like and I’m sure you can piece that together. Basically just very weak and frilly. Then they asked girls around 10 or 11 the same questions and the results are very…exciting.
These 10 year old girls are running, throwing, fighting, jumping like themselves! It’s beautiful!
So how does this relate to marketing you ask? Well, first, great question! It’s a similar move to that of Under Armour. By showing that Always is supporting girls to be themselves and to be confident and is making a movement towards eliminating those stigma’s, it shows they care.
That is one of the best ways to advertise in today’s market. Showing the consumer that you are a socially involved and aware company to those who fall into your target area is a genius way to develop a loyal customer base. People are more informed today and want to support companies that give back to causes that the consumer also believes in.
Everyone wants there daughter to be successful and feel powerful. Always takes this and smashes it with emotional and lifestyle positioning strategies. They add a dash of branding and throw the final product up online and viola! You have a successful ad campaign that raises awareness about empowering young girls AND your brand. #marketinggenius
So let’s follow the lead of Always and make “you throw/run/jump/kick like a girl” the biggest compliment out there!