Pantene – Pro-V Colour Expressions: Setting Colour Alight

Pantene's 'Set Your Colour Alight' campaign sought to overcome several obstacles standing in the way of Pantene making its mark in the coloured hair sector.
  

Pantene – Pro-V Colour Expressions: Setting Colour Alight

Client: Procter & GambleAgency: Grey LondonCampaign Name: Pantene – Pro-V Colour Expressions 'Setting Colour Alight'Category: FMCG

SUMMARY

Pantene's 'Set Your Colour Alight' campaign succeeded in overcoming several hurdles that stood in the way of Pantene making its mark in the Coloured Hair Sector of Haircare. Among these were the fact that coloured hair was not Pantene's 'turf'; Pantene's reputation was healthy, shiny hair; previous advertising had not worked well in this sector; the new range had to be premium priced; and it had...

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