Pantene, the leading brand in Italian haircare market, is underdeveloped on styling category where it lacks in awareness and performance/fashion image.To boost Pantene's styling range awareness, convey its premium image/performance perception and drive sales, we had to increase Pantene's credibility in styling: we made the brand the official styling for Milan Fashion Week 2008.The campaign leverages on the idea that with Pantene hairsprays you get the strong styling hold levels required for catwalks, keeping a natural look. A distinctive visual, linked to fashion, was exploited holistically through different touch-points, relevant to our target and consistent with the fashion world.

A holistic approach:TV: leveraging on the idea of catwalk’s backstage secrets, aired on national stations;Print: capitalizing on a very impactful visual, planned on main beauty magazines;Outdoor across Milan: taxi and tram / bus stops / telephone boxes;Posters around “fashion area”;60M postcards distributed in trendy bars and beauty saloon;Web campaign via banners and a dedicated mini-site;Special partnership with Glamour, a top beauty magazine, that developed the Fashion Hair guide only for Pantene;In store activities: 800M leaflets distributed in 1000 stores, shop windows posters, displays, crowners.