We love a brand that takes a step back to recognize and celebrate their audience. For International Women’s Month, we wanted to highlight brands who shifted their messaging to empower women - young and old - to embrace their strengths and rise above all odds. 

HERE IS OUR TOP LIST OF ADVERTISEMENTS:

Amazon Prime - ‘Tache | It’s on Prime

Recently debuted during the 2023 Oscars and directed by Olivia Wilde, this short, but uplifting commercial highlights how one’s insecurities should be celebrated. A young girl in her room tries to look up waxing materials for her mustache, but then realizes her facial hair resembles that of her heroes Frida and Freddy Mercury. She then uses Prime to decorate her bedroom and buy accessories that match Mercury to embrace being uniquely herself. 

The goal of the ad is to showcase that Prime, with speedy delivery and convenience, serves its members at any stage of their life to make their lives easier and express themselves. The ad was really moving to acknowledge that women can set their own beauty standards and define themselves through their passions and love of life. 

Barbie – Imagine the Possibilities

Mattel has been working and redefining the Barbie brand for years. Although “Imagine the Possibilities” is an older ad campaign, the sentiment that consumers can “be anything” remains true through all of Barbie’s content, especially since the brand purpose is that “girls can imagine their future selves through the doll.”

Throughout the years, Barbies are becoming more reflective of their audiences. Lisa McKnight, the EVP, Global Head of Barbie and Dolls Portfolio at Mattel, shared in an interview with campaign that "Barbie was viewed as too perfect and unrelatable. We knew we needed to do more and the product was the single biggest message we could send to show we were listening and ready to evolve and modernize." Just like the children who play with them, Barbie’s opportunities are endless. Barbie takes the shape, size, race, and career of anyone, opening up the doors for representation on multiple fronts. 

Children, especially girls, can oftentimes have self-limiting beliefs. Campaigns like the one above, as well as Mattel’s initiatives like Barbie's Global Dream Gap Project and “Inspiring Women” Collection change narratives and push boundaries. "Connecting Barbie to culture by reflecting the world today… it's resonating. Diversity and inclusion, it's working,” shared McKnight.

Dove - Toxic Influence: A Dove Film | Dove Self-Esteem Project + Dove | Reverse Selfie | Have #TheSelfieTalk

While Social Media has its benefits, there is no doubt its negative influence on the world. Young people who grow up with their faces to the screen especially have the brunt end of the stick. Dove conducted research finding that “1 in 2 girls say toxic beauty advice on social media causes low self-esteem.” 

The Dove Self-Esteem Project’s mission is to “boost confidence in 250 million young people around the world – by 2030.” 

These two videos show the importance of positive self talk and the necessary conversations people (especially parents) need to have with their children. Both videos emphasize how we need to encourage women to be proud of who they are, that there is no standard definition of beauty, that the perfect body is the one they currently have, and that external advice causes more harm than good.

Neutrogena - 'What Makes a Woman Beautiful: See What's Possible’

In 2016, Neutrogena launched their first global campaign, “See What’s Possible.” Women can achieve anything if they “put their best face forward.” The ad describes beauty as being able to look in the mirror and know anything is possible. Neutrogena is affirming and encouraging women to embrace themselves, thus empowering them. 

In 2022, they launched a new campaign “calling all people with skin,” to have a more inclusive message to empower everyone.

Prega News - #SheIsCompleteInHerself - A Women’s Day Initiative

 The goal of this campaign was to spread awareness around the sensitive issue of female infertility. The ad perfectly captured the pain women face when they are in a world surrounded by fertile friends, and how valuable support, love, and empathy is in those times. Prega News emphasizes that what makes you a woman is the person, not a baby or husband.

Highlighting ads that empower women and people in general is always uplifting and a reminder that humanity is good and powerful when we support one another. It’s also a reminder that we can all truly achieve whatever we set our minds to, and that we are all beautiful and unique in our own ways. 

A few years ago, we wrote “Top 6 Ads to Empower Women on #DayoftheGirl” which also highlights some fantastic messages from brands showing their support.

We will leave you to celebrate your #InternationalWomensMonth this month and all months with one of our favorite ads by Bumble featuring Serena Williams. 

While the world may tell you to wait, you may miss opportunities if you don’t go for it. So don’t wait for people to give you the power…because you already have everything you need inside of you.

To read more inspiring stories by women in business, follow our Women in Marketing Series by subscribing to our newsletter below, and consider attending some of our virtual Women’s Events, “In This Dame and Age.” 

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