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Industry Hair Care
Media Promo & PR
Market Brazil
Creative Director Thomas Tagliaferro
Art Director Luciane Mônaco, André Paiva, Fernando Mielli
Copywriter João Vereza
Producer Ronaldo Alves, Marcelo Trevisan
Account Supervisor Maria Paulino
Released January 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: HAIR PRODUCTS
Date of First Appearance: Jan 4 2011
Entrant Company: NEWSTYLE, Sao Paulo, BRAZIL
Chief Creative Director: Claudio Xavier (NewStyle)
Chief Account Director: Alice Coutinho (NewStyle)
Creative Director: Thomas Tagliaferro (NewStyle)
Art Director: Luciane Mônaco (NewStyle)
Art Director: André Paiva (NewStyle)
Art Director: Fernando Mielli (NewStyle)
Copywriter: João Vereza (NewStyle)
Planner Manager: Claudia Bertoni (NewStyle)
Planner: Juliana Veríssimo (NewStyle)
Account Director: Claudia Lopes (NewStyle)
Account Supervisor: Maria Paulino (NewStyle)
Event Manager: Claudio Olimpio (NewStyle)
Event Producer: Bianca Boechat (NewStyle)
Production Manager: Sandra Freitas (NewStyle)
Producer: Marcelo Trevisan (NewStyle)
Producer: Ronaldo Alves (NewStyle)
Media placement: POP Material - Supermarkets And Drugstores Nationwide - 4 January 2011

Describe the objective of the promotion.
Pantene realised that dancing samba is not only about your feet, it is also in the movement of your hair, and that is why it created a series of actions to ensure that it was recognized as the beauty brand of Carnaval 2011: it sponsored a Samba School parade in Rio de Janeiro, made significant investments in national media, and brought an exclusive promotion to consumers along with an internet competition.
The challenge: figuring out how to maximize this entire investment at the point of sale, converting these properties into effective sales.

Describe how the promotion developed from concept to implementation.
The solution was the Samba School Flag Bearer. The most important figure in the samba school was turned into a display, bringing the joy of carnaval to stores.

Explain why the method of promotion was most relevant to the product or service.
The Pantene Flag Bearer was an unique and functional item for displaying around 500 Pantene Pro-V products and communicating the "Parade your Hair at Sapucaí" promotion.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Success at over 800 stores throughout Brazil, with a huge highlight on the point of sale and incredible exposure for the brand.