In the Philippines, Pantene faced the issue of losing relevance among its key target segment – upper-tier women. To make matters worse, Dove Hair Care’s recent launch in the country posed a significant threat to the brand and its core equities, making it essential for Pantene to quickly reconnect with Filipino women once more.

Pantene turned to the workplace. And found that many women still felt discrimination for boldly going after what they want. For the same bold actions where men were acknowledged positively, women were labeled negatively, preventing them from further asserting their confidence. As a response, the brand launched #WhipIt, a movement meant to expose this reality to a wider audience. Set off by an online video provocatively highlighting the issue of gender bias, and supplemented by peripheral activities in press and social media, the campaign inspired women to whip away labels, be strong, and shine.

The campaign achieved an overwhelming response in and out of the Philippines, with over 30 million views for the film within 2 months of launch. 1 billion impressions were generated worldwide, with coverage from major international news outlets like Time, The Wallstreet Journal, and The Guardian. More importantly however, Filipino consumers saw Pantene as a brand that “makes me feel confident”, improving growth-driving emotional equity scores and eventually arresting share decline among the target segment.