Today is International Women's Day, which was declared in 1975 by the United Nations and has as its main objective the achievement of equality between men and women in different areas, especially in the workplace.
As a consequence of the recognition of this day, there has been a clear evolution in marketing campaigns, where women have been acquiring a clear protagonist role..
Here are some of the most outstanding marketing and advertising campaigns carried out by different international brands for Women's Day.
We are all familiar with Barbie dolls and it is obvious how much they have evolved.
Mattel, the company that owns the Barbie doll, began by associating herself with the ideal of the blonde, slim, blue-eyed woman, her world being more focused on physical and aesthetic perfection..
Subsequently, and as a consequence of all the social changes, Barbie evolved into the dolls of today.
One of these changes and developments was reflected in a marketing campaign with the following slogan: ".....When a little girl plays with Barbie, imagine what she can be like.".
With this message, Mattel broke with the traditional concept of the Barbie doll, starting to market not only Barbies with different physical aspects, but also with different professions, making girls see that they could become what they dreamed of..
Amnesty International also decided to create a marketing campaign entirely focused on Women's Day.
The title chosen was "You had to be a woman..."We have all no doubt heard this phrase countless times.
Amnesty chose to follow up this phrase by featuring women who have left their mark on human history, such as Virginia Woolf, Anne Frank and Malala..
This campaign, also published on social networks, was one of the most successful and received the most attention, being praised by different audiences and groups..
Another brand of note is Nike. Nike presented an advertising campaign under the title "...".Dream Crazier".
This campaign sought to reflect the difficulties and obstacles faced by women athletes, where they were often treated as "crazy" for trying to show their skills in a "man's world"..
With this campaign, Nike wanted to show the world that sport is for everyone, regardless of gender, and that both men and women can go far in the world of sport.
Gillette was another big brand that did not leave its audience indifferent, especially as it was a brand that started out making razors and shaving foam for men.
In this respect, Gillette chose to publish an advertising campaign entitled ".The man you want to be".
In this campaign, not only shows work situations that may be uncomfortable for women, but also deals with other aspects such as the racy attitudes on television, the objectification of the female body in video clips and even bullying or harassment at a very early age and for the simple fact of not conforming to the traditional male role..
Certainly, this advertising spot had many negative criticisms, which focused on the fact that it generalised aggressive behaviour by men.This is far from the truth, and they managed to cause the Gillette brand huge losses.
As a result of all this, different positions emerged, with some abandoning their status as Gillette customers and others defending that the spot had been misunderstood, since what the brand wanted to achieve was that men should not be reflected with this type of behaviour, but with those who fight to avoid this type of situation.
In spite of everything, Gillette never said anything about it and chose to keep quiet and prepare the new campaign, which was better received and sought to break with classic clichés and stereotypes of masculinity, such as "men never cry"..
WONDER WOMAN TECH AND MOVISTAR
Last, but not least, is the advertising spot made by Wonder Woman Tech and Movistar, under the hashtag "...".MyGameMyName".
This spot aims to main objective is to show the situations and comments suffered by women in the field of video games..
To this end, throughout the spot The following are some of the most frequently heard comments from the gamers and, subsequently, to invite some of the gamers male players to play games under women's pseudonyms.
Through this experiment, they sought to show the different attitudes and comments that were made during the games simply because a woman was one of the players.
In conclusion, the evolution of marketing and advertising as a consequence of the recognition of such a day is evident, as brands are increasingly clear that they want to play a part in achieving equality between men and women, and, in general, between all people..