Pantene – Pro-V Pro Health

Brand Name: Pantene – Pro-V Pro Health
Advertiser: Procter & Gamble
Agency: Grey Worldwide Warsaw
Prize: Bronze
Category: Toiletries & Beauty


Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image. In the Baltics, market share was barely growing and in Poland it had consistently declined since 2002. Moreover, the brand had a very cold and aloof image, having made little impact in the market for conditioners, despite an annual 20% growth in the market and the notable success of the competition. These were big challenges for the Pro Health campaign to address, but the results exceeded all expectations.