Pantene: Bali

Shweta Khosla

Campaign details

Brand owner: P&G Greater China
Agencies: Grey Hong Kong, Mediacom GuangZhou, SoHo Square Beijing and Weber Shandwick Beijing
Brand: Pantene
Country: Greater China
Channels 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 viral
Media 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 a superior damage benefit. Not only were they threatening shampoo share but they were outpacing Pantene on treatment innovation, which in turn was impacting on conditioner share.

The consumer who believed in Pantene was becoming a sceptic, responses included:

  • "I don't use Pantene because I don't believe that it is better than my current brand"
  • "I'm not sure that Pantene can deliver on its promise of repairing the damage."