Pantene: Aqua Light Swisssh

Procter & Gamble-owned hair care brand Pantene found that 15% of women in Western Europe rejected the brand because they felt it weighed their hair down and wanted to convince these consumers to try its new Aqua Light range.

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...

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