Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.
Secret’s latest ad campaign, which debuted during Sunday’s Golden Globes telecast and will run throughout the year on digital platforms and linear TV, features a diverse group of strong, confident women among superimposed statements such as “Don’t sweat taking the spotlight,” “Don’t sweat calling the shots,” and “Don’t sweat raising the bar.”
The spot’s central aim, apart from selling product: inspiring women to challenge the status quo.
Today, the strategy of brands associating themselves with female empowerment has become commonplace, but experts argue Secret’s campaign is particularly effective because of the brand’s long history of championing strong, independent women.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in