Situation: Pantene was launching a new line, “Pantene Queratina Blinda y Regenera,” the first shampoo with hydrolyzed keratin designed to rebuild and protect hair from heat.

The Ask: Introduce this product across Latam to consumers who expose their hair to constant heat. These consumers struggle with dry, lifeless, externally damaged hair from UV rays, sun, and heat tools. They feel powerless because the damage comes from parts of life they will not change.

Insight: Damage is seen as a necessary evil, but fear holds her back from indulging in heat every day.

Strategy: Love the heat, not the burn.

Creative: Calor, dame el look, no el daño.