Pantene
PANTENE
A one-billion dollar brand became a three-billion dollar world-class category leader.
CHALLENGE
Mathilde Delhoume: Hi, I am Mathilde Delhoume, I’m the
Global Advertising Development Manager for Pantene at P & G.
Debby Reiner: I’m Debby Reiner, I’m the Global Account
Director on Pantene.
Thomas Puckett: I’m Thomas Puckett, and I’m the Global
Creative Director on Pantene.
MD: Pantene and Grey has been a long story, so as in any long relationship there has been different phases.
DR: The challenge, when we were assigned the Pantene business, was to take this small niche, department store and apothecary brand and really make it a global megabrand. P & G is not in the business of teeny-tiny, niche businesses. They’re really about creating big, global scale noise and really broadly appealing propositions.
TP: How do you not lose what Pantene stands for by going bigger and broader? The more you appeal to everyone, and the more you say you have something for everyone, what do you ultimately end up standing for? That’s also, I find, a big challenge.
“ The challenge was to make Pantene a global mega-brand.”
IDEA
DR: The magic really happened because we had an incredible, strategic nugget. Pantene had this history. It was born of Panthenol, was the active ingredient. It was all about healing. It was originally created to cure burn victims in World War Two.
TP: Skin, not even hair-related.
DR: So it had all of this mythology around healing and therapy and the magic really happened when that collided with some executional—
TP: Magic.
DR: —magic. But the collision of that strategic insight around health improvement and the incredible execution of shine that people had never seen before, when those two things collided that’s when it all sort of took off.
TP: From an insight point of view, delving more into the
emotional territory that the woman lives in. She wants beauty, but she doesn’t want to just stop at beauty. Beauty is the
A one-billion dollar brand became a three-billion dollar world-class category leader.
CHALLENGE
Mathilde Delhoume: Hi, I am Mathilde Delhoume, I’m the
Global Advertising Development Manager for Pantene at P & G.
Debby Reiner: I’m Debby Reiner, I’m the Global Account
Director on Pantene.
Thomas Puckett: I’m Thomas Puckett, and I’m the Global
Creative Director on Pantene.
MD: Pantene and Grey has been a long story, so as in any long relationship there has been different phases.
DR: The challenge, when we were assigned the Pantene business, was to take this small niche, department store and apothecary brand and really make it a global megabrand. P & G is not in the business of teeny-tiny, niche businesses. They’re really about creating big, global scale noise and really broadly appealing propositions.
TP: How do you not lose what Pantene stands for by going bigger and broader? The more you appeal to everyone, and the more you say you have something for everyone, what do you ultimately end up standing for? That’s also, I find, a big challenge.
“ The challenge was to make Pantene a global mega-brand.”
IDEA
DR: The magic really happened because we had an incredible, strategic nugget. Pantene had this history. It was born of Panthenol, was the active ingredient. It was all about healing. It was originally created to cure burn victims in World War Two.
TP: Skin, not even hair-related.
DR: So it had all of this mythology around healing and therapy and the magic really happened when that collided with some executional—
TP: Magic.
DR: —magic. But the collision of that strategic insight around health improvement and the incredible execution of shine that people had never seen before, when those two things collided that’s when it all sort of took off.
TP: From an insight point of view, delving more into the
emotional territory that the woman lives in. She wants beauty, but she doesn’t want to just stop at beauty. Beauty is the