Pantene: Grey on Grey

Pantene, a shampoo brand, launched a campaign in the UK to increase share growth and empower women to unapologetically embrace their grey hair.

Campaign details

Brand: PanteneAgency: Grey London

Story Summary

This is a story about how planning took Pantene from a shampoo brand that lacked social currency, to a brand with a voice in beauty culture.

By challenging the outdated and stubborn beauty paradigm in the haircare category, Pantene broke free from some of the category norms that were hindering its relevance.

This set in motion a new, culturally led platform for the brand.

PART 1 A Brand Fading in Culture

Pantene in mid 2018

Our planning for this campaign began in mid-late 2018.

At this point Pantene is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands