Pantene Dad-do: Fostering the next generation of strong women

Pantene, the hair care brand, used a series of videos featuring NFL players and their daughters to promote female empowerment and boost brand sentiment in the US.

Campaign details

Advertiser: Procter & GambleBrand: PanteneAgency: DeVries GlobalCountry: United States

Situation and Challenge

"Strong is Beautiful" for Pantene, This isn't Justatagline. It's An Ethos. It Informs Everything The Brand Says and Does.

Pantene's "Strong is Beautiful" campaign launched in 2015 to position the brand at the cross-section of strength and beauty. But how could we celebrate strength and beautiful things beyond hair, like confidence and empowerment, to connect and resonate with new audiences? How could Pantene enliven its ethos in a way that would actually help affect change for girls and young...

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