Pantene Clinicare: Bellini
Brand owner: P&G Greater China
Agencies: Grey Hong Kong, Mediacom GuangZhou, SoHo Square Beijing and Weber Shandwick Beijing
Brand: Pantene Clinicare
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
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.