For Brands Celebrating International Women’s Day 2018, Inspirational Messages Aren’t Enough Anymore [Fortune]
Diageo plc (DEO)
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Source: Fortune
International Women’s Day on Thursday is intended to celebrate women’s cultural and economic achievements and call for more gender parity. But as the calendar turns to March 8, it’s also time for the corporate pile-on of feel-good ads and product rollouts as brands rush to chime in on the pro-woman conversation. Mattel on Tuesday unveiled 17 new “role model” Barbies for the occasion, honoring female icons such as Amelia Earhart and NASA mathematician Katherine Johnson. Modern-day figures like Wonder Woman director Patty Jenkins and Olympic snowboarder Chloe Kim also got their own lookalike dolls. During the Oscars on Sunday, Nike aired a new ad starring Serena Williams that commemorated International Women’s Day. In the commercial, the tennis star says she’s been criticized as not “the right kind of woman,” but has learned that “there’s no wrong way to be a woman.” Read More: Why You Should Wear Purple on International Women’s Day Uber released a
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