Action Calls against Prejudices and Labels against Women as Powerful Competitive Brand Positioning

More and more brands discover the power of taking positions for a cause as strategic brand positioning statement. After Dove’s “Real Beauty Campaign  (watch the video here) and its Self-Esteem Fund, a CSR consequence of it, Vitoria’s Secret’s “Love My Body Campaign”, and HNS (Healthy is the New Skinny) that promotes “women with real curves”, it’s now P&G’s cosmetics brand PANTENE that launched a “Be Strong and Shine” campaign to raise awareness of wrong labels against women, particularly in Philippines:


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