Cannes Lions

PANTENE PROV ANTI-DANDRUFF SHAMPOO

GREY WORLDWIDE, Dusseldorf / PROCTER & GAMBLE / 2008

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Overview

Entries

Credits

Overview

Execution

The agency presented the concept idea to the client as an on top initiative to break with the usual - for fresh and new thoughts out of the box.The client was pleased by the idea and gave the go ahead for implementation after having discussed scope, executional details and costs.

Outcome

The consumer response was overwhelming. The Pantene Pro-V Anti-Dandruff Promotion was talk of the shop and consumers easily started talking about the product, its benefits and the problem of having dandruffs especially during the cold winter period. The promotion somewhat broke the taboo of having dandruff! The insight behind our idea "Winter time is dandruff time" worked very well.On top, a lot of people loved the idea and the execution of the "Without-Snow-Dome" from Pantene.

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