Pantene: Shine strong
Prasanna Kumar
Campaign details
Brand owner: Procter & GambleLead agency: MediacomContributing agency: GREYBrand: PanteneCountry: ChinaIndustry Hair careChannels used: Online video , Outdoor, out-of-home, Print - general, unspecified, TelevisionMedia budget: Up to 500k
Executive summary
This case study describes how Pantene shampoo appealed to younger consumers by redefining the role of Chinese women.
The young Chinese woman consumer did not relate to Pantene as a brand, partly because they looked at it as 'my mother's brand' and also because it did not own...