Situation: Introduce Goldie, a pure expression of premiumness meant to elevate Pantene’s superiority and raise the bar for the entire category. This line represents the best of Pantene, outperforming anything currently in the market and creating a unique opportunity to go bigger than ever before.
The Ask: Transform the treatments category by elevating the brand in a visible and tangible way. Show consumers that the new Pantene can melt away the damage of even the most stressed hair, leaving it noticeably transformed and damage free. You can see and feel the difference.
Insight: She is doing her best to shine, but too many things are overshadowing her. Damaged hair dims her glow when all she wants is to unleash her inner sparkle.
Strategy: Potentialize her shine, in hair and in life, like never before.
Creative: Siente la diferencia. Haz que el daño desaparezca
