Pantene: #Daddo

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Advertiser: Procter & Gamble Agency: Grey New York Country: USA


Create unprecedented brand engagement by becoming part of the cultural conversation once more

In the 1990s, Pantene captured the cultural imagination with the iconic campaign “Don’t hate me because I’m beautiful.” It took another 20+ years for the brand to ignite culture once more with 2014’s “Sorry, Not So

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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