Pantene wanted to help women shine. But research showed a strong prejudice against women who are too bold or assertive.

So we started a conversation on gender bias.

The launch film showed men and women doing the same thing, but with one glaring difference: the labels used to describe them.

A press conference amplified the campaign by tapping key media influencers, and exposing the results of the first-ever local research on gender inequality.

The country’s biggest celebrity and most controversial actress, Kris Aquino, also came forward to talk about whipping her labels.

As a result, the ad is now the most watched in Philippine advertising history, getting 46 million views and counting. What started with a local insight sparked a global conversation as the campaign got picked up by over 500 major news outlets and blogs, gained 25 million USD earned media value, and received one billion impressions.

From 18 months of continuous sales decline, value shares grew by 3% just 8 weeks after the campaign was launched.

There was also a dramatic increase in brand equity, with 90% more likely to buy, and 83% love the brand more.

Pantene 'Labels against women' kicked off with an online video showing men and women doing the same thing, but with one glaring difference: the labels used to describe them.

We partnered with a social news network called Rappler.com and initiated the first-ever Philippine study on gender bias. The alarming results were revealed in the most popular social networks to get

people talking. This was followed by webisodes featuring high-profile women talking about the issue and a new set of videos on female celebrities coming forward to face the labels against them.

'Labels against women' gained 46 million Youtube views within 5 months, making it the most watched video in the Philippine advertising history. Facebook COO/author Sheryl Sandberg called it ‘one of the most powerful videos I have ever seen.’ The local insight rang true for women world wide and over 500 news outlets and blogs featured the campaign, made 1 billion impressions and had 25 million USD earned media value. Overwhelming business results: from 18 months of continuous sales decline,value shares grew by 3% just 8 weeks after launch. Brand equity increased: 90% more likely to buy; 83% love the brand more.