Procter & Gamble, Secret's parent company, has a history of using advertising to highlight social causes, including the Always' "Like a Girl" campaign challenging gender stereotypes, Pantene's "Strong is Beautiful" campaign showing NFL players braiding their daughters' hair, and Gillette's "We Believe" ad examining "toxic masculinity." Secret has released several ads promoting equal pay for women, including one with USWNT player Alex Morgan earlier this year. "Consumers want to know the values behind the brand they choose and how those values are being put into action," said Damon Jones, vice president of global communications and advocacy at P&G.