Pantene: Sharing shampoo socially
Prasanna Kumar
Campaign details
Brand owner: Procter & GambleAgency: MediaCom China, GREY Hong Kong, SOHO Beijing and DVR BeijingBrand: PanteneCountry: China
Executive summary
This case study shows how Pantene introduced its newest product, Cora, into China's highly competitive haircare category, targeting young users with its claim that it is 'made with natural ingredients'. Despite this platform being so similar to that of its main competitors', it achieved an engagement of over two million consumers within just three weeks of launch.
Given that Pantene's newest product was again talking about...