PANTENE

Launch of Micellar Shampoo

Grey
Hong Kong, 2018

Launched

Pantene’s first ever end-to-end communications from product story to eCommerce.

ABOUT THE CAMPAIGN

The Micellar Shampoo is Pantene’s most significant product upgrade in a decade. We refreshed Pantene’s obsolete product RTB and benefits from “strong and resilient hair” to “hair full of energy”, via end-to-end communications from product story, nickname, KV, TVC to social activations with China’s #1 fitness app KEEP, and eCommerce product page.

Case Video

TV (National Broadcast Version)

TV (English Version)

Social Activation: Pantene x KEEP Fitness App

FMOT & eCommerce

With the success of launch of Micellar Shampoo nicknamed as Detox Energy Water, we further launched a Charcoal variant as Black Energy Water and relaunched its base line as Hair Energy Water.

LAUNCHED BY

Creative Agency:
Chief Creative Officer: Michael Knox
Group Creative Director: Hans Ibrahim
Associate Creative Director: Lisa Wan
Associate Creative Director: Elson Effendy
Copywriter: Nan Yi
Art Director: Zane Wong