Pantene: Beautiful hair whatever the weather
Procter & GambleArc Worldwide; Starcom
Summary
Pantene was losing its way and, in a very cluttered category, it was struggling to stay top of mind and relevant. We needed to show our shopper that Pantene could solve her needs by making the brand's core products relevant to her at the moment when she's most frustrated and ready to make a change.
Through in-depth shopper research, we were able to gain a clear understanding of our shopper's key decisions and interactions along her entire path to purchase, including where she's likely to go to...