Procter & Gamble Co. has launched a new advertising campaign for its Secret deodorant brand, which spotlights the accomplishments of trailblazing women in sports as part of an effort to promote gender equality.
The first commercial for the “Not The First” campaign of the Cincinnati-based maker of consumer goods (NYSE: PG) features tennis legend Serena Williams and Swin Cash, an executive with the NBA’s New Orleans Pelicans who previously starred in the Women’s National Basketball Association and was a two-time Olympic gold medalist in basketball.
Both women note in a 1-minute commercial that they weren’t the first to achieve major accomplishments in their sports, but they add that because of their predecessors they won’t be the last.
The commercial ends with the tagline that says ‘Equality takes more than firsts. Secret: All strength, no sweat.’
Serena Williams, 38, who has won 23 Grand Slam singles titles in tennis and 14 doubles titles and also launched a clothing line said that the secret carries a strong reputation of supporting equal opportunity and representation for women. She further added that it is very important for her that she use the platform to motivate change and support all women. She believes that women especially the women of have always been underestimated and overlooked. She also expressed her excitement and said that she feels honored to be collaborating with such a brand and she finds it to be an opportunity to inspire a brighter future.
P&G have also revealed that the Time magazine’s issue on March 16 will have Secret’s ad featuring Williams.
As part of the campaign, P&G is encouraging consumers to join @SecretDeodorant conversations on Instagram or Twitter and tag a “first” woman who was inspiring, using the hash tags #NotTheFirst #ASNS #IWD.
Swin helped the University of Connecticut win national titles in 2000 and 2002. She led the Detroit Shock in capturing the WNBA championship in 2003 and 2006, and she was on the Seattle Storm team that won the WNBA title in 2010. She was part of women’s basketball teams that won the Olympic gold medals in 2004 and 2012.
Cash, 40 said that being a woman of color herself she can understand all the problems and hurdles in the path of being a sports person where the complete industry and media are male-dominated. She further added that ‘Not The First’ movement by Secret isn’t a different one as Secret have always been supportive to equal opportunities and inspiring and celebrating the stories of women.