Pantene Clinicare: Bellini
Shweta Khosla
Campaign details
Brand owner: P&G Greater ChinaAgencies: Grey Hong Kong, Mediacom GuangZhou, SoHo Square Beijing and Weber Shandwick BeijingBrand: Pantene ClinicareCountry: ChinaChannels used: Email marketing, Internet - display, Internet - general, Internet - search, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, TelevisionMedia budget: 3 - 5 million
Executive summary
When in trouble, change the direction the category is moving in
Clinicare was tanking. The share drop was just a symptom; the real disease was that the consumer didn't see...