Pantene: The World's First Live Beauty Ad
Agency: Starcom USAClient: P&GProduct: Pantene
Objectives
Myths Were Leading to the Downfall of Pantene – the Crown Jewel of P&G's Hair Care Portfolio
In 2006, Pantene had a healthy lead against the competition but by 2010, this was no longer the case. Competitors with nothing to lose were getting too close for comfort when it came to strategic cornerstones including creative approach and communications, reducing our differentiation and causing our dollar share to decrease by 4.9% points (vs. 2006). P&G's flagship hair care brand was in critical condition....