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...