Procter & Gamble: Labels against women

This case study describes how Procter & Gamble revived hair care brand Pantene's ailing fortunes in the Philippines.

Procter & Gamble: Labels against women

BBDO Guerrero

What were the objectives for the creative work?

In 2013, Pantene in the Philippines faced the issue of declining relevance. Sales were consistently on a downtrend, eroding market share, and Dove Hair Care had just entered the local market, armed with its long-standing and effective "Real Beauty" campaign. Awareness and trial levels were dwindling, and Pantene was losing out on important imagery attributes—including "helps repair damaged hair" and "makes me feel confident."

To make matters worse, the brand was losing traction with its key target of upper-tier consumers, whose response to the...

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