Pantene: The Hairy Tale

Hair care brand Pantene made waves in Japan by using a baby to break the taboo of social standards.

Campaign details

Brand: Pantene Advertiser: Procter & Gamble Agencies: Grey Tokyo Market: Japan Sector: Toiletries & Cosmetics

Executive summary

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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