Raw Ideas from eÿeka community
Bay Watch for your hair
Pantene's 2016 Plan included the launch of a new Summer Treatment product in Japan. Summer in Japan is the time of the year when hair-care products usage is the highest. Pantene was seen as a good quality and dependable brand in Japan but needed to create more excitement and relevance amongst Millennials.
Pantene approached eÿeka with the challenge to break hair care clichés and convince teenage girls that Pantene's new Summer Treatment is a must have for the season.
In 3 weeks, we received 280 entries from 42 countries which were further taken to a co-creation workshop. The winning idea “BAY WATCH FOR YOUR HAIR” was developed into a campaign “RESCUE YOUR HAIR IN SUMMER” by Pantene's agency.
Bay Watch for your hair
Rescue your hair in summer
I am very proud of the campaign's results because it sets a new standard going forward. We grew share during the peak consumption period for the first time in 3 years and rejuvenated Pantene's equity to a proposition people were eager to go out and buy.
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