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 & GambleAgency: Grey New YorkCountry: USA

Objectives

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 Sorry,” which ignited a global conversation around emotional strength and how women inadvertently stand in their own way by apologizing unnecessarily. This viral video created buzz and new relevance for the brand, and it also set an impossibly...

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