The communication plan was based on turning daily routines into spectacular moments where consumers can experience the glamour of living like a celebrity.

We re-designed shopping mall and cinema entrances to make our consumers feel that they were a film star walking through the red carpet or a celebrity who was followed by paparazzis. We placed outdoor executions with working camera flashes and city posters with mirrors to make them face the flashes of cameras everywhere.

This campaign was a remarkable success for Pantene which is already the market leader.Three months after the campaign started, Pantene’s unaided brand awareness increased by 12%, purchase intent by 6%, “this brand makes me feel confident” attribute score by 4% and “I love this brand” attribute score by 8%.