Pantene: Women Against Labels

This case study explains how Pantene, the haircare brand, created an online film highlighting gender discrimination in the workplace to boost its brand positioning in the Philippines.

Pantene: Women Against Labels

Cristina Buenaventura

Campaign details

Brand owner: Procter & Gamble PhilippinesLead agency: BBDO GuerreroContributing agency: Rappler PhilippinesBrand: PanteneCountry: PhilippinesIndustry Hair careChannels used: Earned media, buzz, Events and experiential, Internet - display, Internet - general, Online video, Social media, Television, Word of mouth, advocacyMedia budget: Up to 500k

Executive summary

In the Philippines, Pantene faced the issue of losing relevance among its key target segment – upper-tier women; to make matters worse, Dove Hair Care's recent launch in the country posed a significant...

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