Pantene: The Hairy Tale

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Campaign details

Brand: PanteneAdvertiser: Procter & GambleAgencies: Grey TokyoMarket: JapanSector: Toiletries & Cosmetics

Executive summary

Pantene leveraged the power of cultural conversations to help future generations of Japanese parents and children dare to be different. Harnessing the power of a simple insight and an unprecedented celebrity strategy in the brand’s history – featuring a 1-year-old baby as its new hair model – the brand created not only nationwide but also global conversations around the importance and beauty of being different. The work was featured in 208 Japanese and 569 international media,...

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