Pantene: Women Against Labels

Cristina Buenaventura

Campaign details

Brand owner: Procter & Gamble Philippines
Lead agency: BBDO Guerrero
Contributing agency: Rappler Philippines
Brand: Pantene
Country: Philippines
Industry Hair care
Channels used: Earned media, buzz, Events and experiential, Internet - display, Internet - general, Online video, Social media, Television, Word of mouth, advocacy
Media budget: Up to 500k

Executive summary

In the Philippines, Pantene faced the issue of losing relevance among its key target segment – upper-tier women; to make matters worse, Dove Hair Care's recent launch in the country posed a significant threat to the brand and its core equities, making it essential for Pantene to quickly reconnect with Filipino women once more.

Pantene turned to the workplace and found that many women still felt discrimination for boldly going after what they wanted because for the same bold actions where men were acknowledged positively, women were labelled negatively, preventing them from further asserting their confidence; as a response, the brand crafted an online film to expose this reality to a wider audience, aiming to inspire women to whip away labels, be strong and shine.