Pantene: Superfoods

Pantene used the hashtag #PanteneSuperfoodies to amplify its newest product launch in South Africa and position the Pantene Superfoods range as the go-to range for the modern woman, change audience perception and reposition the brand's image as one that women of all races can depend on.

Brief Description of the Assessment

Pantene has cared for women's hair across generations. In 2022, the brand launched a new range and tasked MSL with amplifying the product launch and position the Pantene Superfoods range as the go-to range for the modern woman.

To cement the Superfood range as a go-to product for all women, MSL carefully selected an army of diverse digital content creators to amplify the range. These content creators were dubbed the 'Superfoodies'.

Challenge Presented

The problem was, despite Pantene's stellar reputation, the South African market viewed the brand as one that caters for Caucasian women with...

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