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By challenging the outdated and stubborn beauty paradigm in the haircare category, Pantene broke free from some of the category norms that were hindering its relevance.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