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.
Credits:
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