What does it mean to do thing like a girl? P&G has just created a video that shows how time alters that.

It is only ten days (as of June 27) since P&G’s First Moon Party viral launched for Hello Flo, the subscription e-commerce startup that sells P&G feminine care products in kits for girls having their first periods.

That (brilliant) video is sitting on 21,284,944 views and rather a large chunk of the world now knows that P&G gets how to talk to both girls and their mums.

P&G’s follow up for Always is a close rival for every woman’s affection.

P&G entered the arena last year when BBDO Philippines created Labels Against Women for Pantene, a film that showed how the same behaviour is viewed differently depending on whether it is done by men and women, and suggests, “Don’t let labels hold you back”.

And Last week, Grey New York, expanded the story for Pantene by looking at how often women apologise needlessly, and suggesting, “Don’t be sorry”.

It’s a pity the end line in both commercials has to be the Pantene tagline, Be strong and shine, but P&G is footing the bill.

Now, Leo Burnett Chicago is doing its bit to make sure that P&G is the company close to a girl’s heart.

Its most recent effort is a clever demonstration of how attitudes about what it means to be a girl can change over time.

The branded film, by Leo Burnett Chicago and The Queen of Versailles creator, Lauren Greenfield – asked grown-ups and a little brother to show the camera what it meant to run, fight, or throw like a girl. They run wildly, flailing their arms, and toss with a weak arm.

Then, it asked the same questions to pre-pubescent girls. They, on the other hand, run fast, fight hard and throw strong. This ad encourages people with a more palatable link to the brand, “Let’s make #Like a girl mean amazing things,” and, “Join us to champion women’s confidence at always.com.”

No doubt, we will see more brands trying to hold the attention of consumers and build their loyalty by creating communities around values and causes. Brand loyalty always has and always will be about like-mindedness – real or aspirational.