Pantene: The hairy tale

Pantene, a hair products brand, launched a campaign in Japan to improve brand perception, become a part of the cultural conversation and create unprecedented brand engagement.

Campaign details

Brand: Pantene Agency: GREY Tokyo

Campaign Summary

"The Hairy Tale" – A story of celebrating differences, featuring 1-year-old Instagram star as Pantene's new celebrity

Pantene leveraged the power of cultural conversations to help future generations of Japanese parents and children dare to be different. Harnessing the power of a simple insight and an unprecedented celebrity strategy in the brand's history – featurin

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