Pantene: Bali

Pantene, Procter & Gamble's shampoo and conditioner brand, faced increased competition in China and growing scepticism from consumers.

Pantene: Bali

Shweta Khosla

Campaign details

Brand owner: P&G Greater ChinaAgencies: Grey Hong Kong, Mediacom GuangZhou, SoHo Square Beijing and Weber Shandwick BeijingBrand: PanteneCountry: Greater ChinaChannels used: Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Magazines - consumer, Online video, Outdoor, out-of-home, Social media, Television, Word of mouth and viralMedia budget: 3 - 5 million

Executive summary

The toughest test

In 2011, Pantene in Greater China faced its toughest test. After a decade of leadership, L'Oréal and Dove launched at parity price and offered...

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