How Pantene got Latin America singing its praises
It's no secret that beauty products can do wonders to increase a woman's self-confidence. But the beauty of Pantene's newly reformulated Combing CrèmeCollection largely was a secret. Most women weren't aware that a simple smoothing application of the product could detangle hair and control frizz for up to 24 hours.
The information was practical. The benefit was emotional. The target audience was the Latin America market. Our job was to craft a PR campaign where it all came together in perfect harmony.