Pantene Gold Series Launch Initiative

Pantene, a hair care brand, launched an earned-led media campaign in the US to promote its product to, and engage with, consumers of African ancestry.

Campaign details

Advertiser: Pantene (P&G) Agency: DeVries Global

Situation analysis

Functionally, her hair weakens easily, breaks easily, and doesn't have the strength needed to endure styling – and styling is the key part to African American identity. That's why her hair demands superior products. Emotionally, she's earned he