Digital

P&G amplifies call for equal pay, makes financial pledge following World Cup victory

12 Aug 2019
Procter & Gamble the marketer of famous brand Secret deodorant came out in support for the United States women's national soccer team (USWNT) in terms of inequality in payment. Through their full-page advertisement in the New York Times Sunday edition, they have taken a strong call for women’s equal pay. It further announced that it will donate $529,000 to U.S. women's players and keep fighting for the cause. Let’s hope more brands like P&G are not afraid of echoing such strong messages and use cause marketing to encourage people to be more progressive.

Dive Brief:

  • Procter & Gamble ran a full-page ad in the Sunday editions of The New York Times calling for women's equal pay. The ad supports the United States women's national soccer team (USWNT), of which P&G's Secret deodorant brand is a sponsor. Copy implores governing body U.S. Soccer to stand "on the right side of history" on the issue, according to the Times.
  • P&G is the first U.S. Soccer sponsor to address the subject of equal pay in such an open way, the Times said. Other sponsors, like Nike, have released ads emphasizing women's empowerment and equality following the U.S. team's World Cup victory, but only in broad terms. P&G said it will donate $529,000 to U.S. women's players, representing $23,000 for each of the 23 athletes on the World Cup team. Marketers such as Visa and Luna Bar have recently shown financial support for the U.S. women's team, but P&G is tackling the topic in the most explicit manner, per the Times.
  • Secret shared video spots online echoing the print ad's message, flashing the phrases, "Equal Work. Equal Sweat. Equal Pay." Secret's campaign actually debuted in March, coincidentally lining up with a lawsuit filed by the U.S. women's team against the U.S. Soccer Federation demanding pay and benefits on a par with the men's team, Ad Age reported.

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