BRAND NURTURES ACTRESS by Grey Tokyo for Pantene

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BRAND NURTURES ACTRESS

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Industry Hair Care
Media Promo & PR, Case study
Market Japan
Agency Grey Tokyo
Released February 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: PANTENE HAIR CARE RANGE
Agency: GREY TOKYO
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: GREY TOKYO, JAPAN
Senior Production Manager: Shigeki Sugaya (P&G Japan)
Group Account Director: Ayanori Mitsui (Grey Tokyo)
Associate Director: Masayuki Sekiya (Fuji Television Network)
Media placement: TV Drama - Fuji TV - 2003-2010
Media placement: TV Campaing - TV - 2003-2010

Results and Effectiveness
Pantene in Japan has successfully become one of the top hair care brand in the market recording monthly No.1 value share several times since 2008. Pantene's share was around 2% in 2002 but it grew to over 11% in 2010. While the brand grows it sales, 7 actresses from "Pantene Drama Special" have been growing to top actresses in Japan. Their growth in real life evokes Real Hope among Japanese women to be able to become more beautiful with Pantene. Especially, the campaign in 2009 capturing actress’ beauty ritual provided step change for the brand’s growth to position Pantene as top hair care brand emotional and rational reasons for Japanese women.

Creative Execution
"Integration of the advertising and the actress' real life" through tie-in with Japanese one of the most famous and influential TV station - Fuji TV to sponsor "Pantene Drama Special" once per year. For the drama, Pantene selects a heroine at an audition and transforms her look and mind from amateur to professional actress. Having her debut in the drama, then she starts appearing in Pantene's advertising as true witness of Pantene's beautiful result to share with Japanese women own real Pantene experience.

Insights, Strategy & the Idea

Pantene struggled in Japan mainly due to lacking of local relevancy. Regarding the situation around the brand, Pantene had taken new challenges that drove Pantene’s continuous growth. The secret behind the success is continuous campaign evolution while driving local relevancy from nurturing local actresses. The campaign in 2009 focused on communicating each actress’ ritual to care their hair to make their hope come true. The evolution generated stronger empathy among Japanese than ever. The beauty ritual of the actress who grew and become one of top actresses in Japan inspired and encouraged Japanese women to be able to become more beautiful.