Pantene Clinicare: Bellini

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 Clinicare
Country: China
Channels used: Email marketing, Internet - display, Internet - general, Internet - search, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, Television
Media budget: 3 - 5 million

Executive summary

When in trouble, change the direction the category is moving in

Clinicare was tanking. The share drop was just a symptom; the real disease was that the consumer didn't see the brand's value to her. There was nothing new, nothing exciting, and nothing that set it apart from other haircare brands. It was another damage-repair brand that was just a little overpriced.