What are two advertising campaigns that generate public debate? What was their strategic marketing purpose? Why do they generate public debates?
Answers
Answer:
P&G
Issues relating to gender and sexuality have increasingly been in the spotlight of late, with a number of brands throwing out gender norms to portray a more diverse and progressive image.
With its phenomenally successful ‘Like a Girl’ campaign, P&G is one brand that’s already well-known for its support and empowerment of women and girls.
Last year, it took this one step further with ‘We See Equal’ – a campaign designed to fight gender bias and work towards equality for all.
The multi-channel campaign, which ran on social media channels as well as TV, depicted boys and girls defying gender stereotypes.
The timing was pertinent, as it ran soon after the US general election, when discussions about gender and gender equality were particularly fraught. Due to this, it was vital that the campaign did not seem like another brand jumping on board a politically-charged bandwagon. Luckily, with a history of promoting the issue – plus a reported 45% of managers and a third of its board being women – P&G’s clear dedication to equality within its own workforce meant that it came across as authentic and a genuine push for change.
Lyft
Two companies that also reacted (in very different ways) after Trump’s travel ban were taxi companies Uber and Lyft.
First, Uber’s misjudged decision to continue operating while other taxi’s decided to strike in protest was met with derision – as was its CEO Travis Kalanick’s insistence on working with Trump on issues relating to urban mobility.
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