Pantene weather program

Category: SME-Manufacturer: Awareness/Trial
Brand/client: Pantene / Procter & Gamble
Lead agency: Leo Burnett/Arc Worldwide, Starcom MediaVest Group
Contributing agencies: Grey New York and DeVries Global

State of the marketplace & brand's business

Pantene was not on her mind and not in her shower

Every morning, across the country, women shout at their mirrors in frustration when their hair is not cooperating. Pantene wanted to rescue women from these bad hair days with its healthy hair products. But in reality, the brand was being drowned out by competitive noise in an increasingly crowded category. With 300+ new hair care items introduced in 20131, Pantene's products were starting to see a decline in sales (down 7% vs. YA2) that needed to be turned around quickly. To complicate matters, the brand needed to win back the confidence of Walgreens, a key retailer for Pantene, by showing they could improve sales at their stores.

Strategic marketing challenge