Jun
26
P&G's Always Aims to Change What It Means to Be 'Like a Girl'
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Add one more to the growing genre of feminist-themed videos from packaged-goods brands bucking up the self esteem of girls and women.
Procter & Gamble Co.’s Always today is launching “Like a Girl,” a video by Lauren Greenfield, Sundance Film Festival award-winning creator of “The Queen of Versailles,” that takes issue with generations of playground taunts about people running, throwing or fighting “like a girl.” It asks: “When did doing something ‘like a girl’ become an insult?”
It’s the first of what Always Brand Director Amanda Hill hopes will be a long-running campaign to change what “like a girl” means, as well as build loyalty to her brand.
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