ACW Grey Tel Aviv Ends Bad Hair Days for Pantene

By Erik Oster 

When Pantene decided to faze out their Perfect Curls Hair Cream in Israel, where 25 percent of women have curly hair, they met with a harsh backlash via a Facebook group protesting the removal of the product.

To counteract the negative feelings, and the bad hair days, Pantene enlisted ACW Grey Tel Aviv to respond to posters with personalized giveaways, such as a romantic dinner for two and hotel stay, a shopping spree, a beauty treatment and professional fashion shoot. As the girls began sharing the experiences, over 200,000 women were exposed to the initiative, which then blew up with national and even international news coverage. It resulted in estimated media coverage of over $500,000. Then Pantene invited the group to a movie premiere where they unveiled the re-launch of the product by hiding it under invitees’ seats, helping to end their bad hair days and, Pantene is undoubtedly banking on, winning some long-term customer loyalty. Check out the case study above to learn more about the initiative and stick around for credits after the jump.



Advertising agency: ACW Grey, Tel – Aviv, Israel


Executive Creative Director: Tal Riven

Creative Director: Idan Regev

Copywriter: Kobi Cohen


Art director: Ira Gimpelevich

Executive Client manager: Anat Leventon

Supervisor: Mor Reuveny


Planner: Omri Gitter

Digital Producer: Ran Rolnizke


Digital Director: Yuval Hollander


Special Projects Producers: Galit Siman-Tov

Photographer: Oron Caspi

Production Company: Green Productions

Producer: Ronen Hoffman

Video Editor: Ilan Manor

Sound: Signal Music & Sound Ideas


Original Music: Roy Dotan

Narrator: Orly Rabinian