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 her strength and owns her strength. She refuses to be boxed in by anything or anyone.

Pantene had a superior product to meet a real consumer need, with the first collection uniquely created for consumers of African Ancestry designed by African American scientists and perfected by African American stylists for superior...

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