Pantene: Miracles conditioner – no more Setengah

Haircare brand Pantene convinced an ambivalent audience to add hair conditioner to their hairwashing routine in Indonesia.

Campaign details

Brand: P&GAgency: EssenceMediacom IndonesiaRegion: APAC

Strategy

Objective

Pantene, the undisputed market leader in the haircare category, has been occupying the shampoo category for decades. When shampoo already hit 98% penetration, the conditioner category in Indonesia stayed low at 16%. Consumers have no reason to use additional products, leading to the decline of conditioner category growth year after year.

One of Pantene's chosen pathways to recruit early adopters is to innovate through a new formula of conditioner. However, there is a high disparity between shampoo and conditioner/hair treatment usage in Indonesia (only 1 out...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands