Pantene: Women Against Labels
Cristina Buenaventura
Campaign details
Brand owner: Procter & Gamble PhilippinesLead agency: BBDO GuerreroContributing agency: Rappler PhilippinesBrand: PanteneCountry: PhilippinesIndustry Hair careChannels used: Earned media, buzz, Events and experiential, Internet - display, Internet - general, Online video, Social media, Television, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
In the Philippines, Pantene faced the issue of losing relevance among its key target segment – upper-tier women; to make matters worse, Dove Hair Care's recent launch in the country posed a significant...