Pantene | IYKYK | 2022
THE ASK
Turn around Pantene’s declining base business with a campaign that relevantly highlights a claim that Pantene performs as well as the leading $50 bonding treatment.
Dupe culture was on the rise in haircare, creating a socially in-the-know group of enthusiasts. But brands can’t participate without using a winning formula: challenge the cult favorite product (i.e. leading $50 bonding treatment) with an equally effective, more affordable & available option (i.e. Pantene).
THE INSIGHT
Demonstrate, with socially native language (i.e. if you know, you know), the ways in which Pantene is the ultimate haircare dupe.
THE IDEA
Reversed Declining Sales
+32% for high-margin sub-line vs. YAG
BRAND IMPACT
Effies (Shortlist)
AWARDS