2014: Pantene tries to get women to stop apologizing with ‘Not Sorry’ campaign

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment was chosen by Jess Jakubas, managing partner at Maxus. Below, find out why she chose Pantene’s ‘Not Sorry’ campaign, created by Grey, as her favorite marketing moment.

Walking into the office this morning, a woman bumped into me and I automatically said “sorry!” It’s such a simple yet powerful phrase, but I don’t think I realized the true weight of it before seeing Pantene’s “Not Sorry” campaign.

The campaign illustrates a few everyday examples in which women feel inclined to apologize. In almost every instance, a woman opens the conversation with “Sorry.” Then, the narrative flips and the same examples are shown with a different talk track minus the overused, “Sorry.”

The juxtaposition succeeds at illustrating how hackneyed the use of “Sorry” has become, and highlights how women don’t always need to say it. What’s more, the brand received so many positive responses that they launched the Shine String Fund to celebrate strong women and enable them to overcome biases.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.