CHALLENGE: To ensure the current Pantene users remain loyal despite the new launches by other brands.
STRATEGIC APPROACH: Making the user feel proud about being a Pantene loyalist.
IDEA: Change. Unchange. With Pantene improving its technology to give better results, the consumers don’t need to flirt with other brands and risk their precious tresses. Pantene values their trust and is constantly evolving its offering.
RESULT: The campaign was able to sustain the users and grew business by +2.4 pts and was considered to be a great example. It was adapted across South East Asia.