Pantene: Aqua Light Swisssh

Grey London

This campaign tackles one of the toughest known marketing challenges, turning outright long-term “never going to touch your brand in a million years” consumers into enthusiastic product buyers.

15% of women across Western Europe rejected Pantene outright because they feel it weighs their hair down.

So how did we effect change?

Firstly, a new product collection: Pantene Aqua Light, featuring a new type of conditioner which has a lightweight formula. Finally, women could have the joy of conditioned hair, without residue.

Having the right product was important, but in no way enough. We had to grab attention and say this was new, we had to change long held views of Pantene.


Business objective:

  • Convince women who’d previously rejected Pantene to try Pantene Aqua Light.

Communication objective: