Pantene created a large billboard on Ft. Lauderdale beach during Spring Break, a vacation time for many young people in our target. Rather than place it on the boardwalk where it would compete with other advertising, we placed it smack in the middle of the beach. Not only was the board large and impactful, it featured the image of beautiful, moisturised hair sculpted into a wave, with Pantene’s Dry to Moisturised conditioner as the hero. Beauty advertising is usually very verbal, so to feature communication with simply the name of the product is quite outstanding for this category.

The billboard created the grass roots excitement we hoped for. iPhones and camera phones were pulled out and beachcombers sent pictures to friends and family. Texts started flying about. People stopped and stared, taking in the message completely. Others left and came back with friends to show them. All in all, we made an impact on many in record time.