Campaign details
Brand: PanteneBrand owner: Procter & GambleLead agency: Grey Group IndonesiaContributing agencies: Mediacom, BBDOCountry: IndonesiaIndustries: Hair careMedia channels: Point-of-purchase, in-store, Public relations, Social media, Television, Word of mouth, advocacy
Executive summary
Pantene, a global hair-care brand, had successfully increased its share and brand salience significantly by going colloquial to form a problem-solution format.
Indonesia is a country where every woman longs for rambut badai(amazing hair). Yet the climate doesn't always help with that desire. Humidity and heat leave their hair looking limp and dull....