P&G Relaunches Pantene

Procter & Gamble’s Pantene is making a comeback with a new campaign from Grey that suggests consumers “Put it to the test.”

The beauty brand, which now offers products customized by hair type, named the winner of its first “Reality Hair Star Contest” with a live TV ad broadcast Tuesday on NBC’s season finale of The Biggest Loser: Couples.

The 60-second ad recapped the consumer contest that asked contestants to upload their best pitches for the role. Brand spokesperson Stacy London appeared at the winner’s home. Three finalists were primed for the live reveal, each receiving a Pantene makeover, but just like everyone else, 24-year-old broadcast journalism student Marissa Hopson learned that she won by tuning in.

During a three-network roadblock — on Bravo, Oxygen and NBC — Hopson, a brunette with long, straight hair, accepted her new role as the “First Reality TV Hair Star” and provided a hair flip for the cameras.

“[The relaunch] warranted a big departure,” said Seth Klugherz, North American brand manager for Pantene at P&G. “We decided to put Pantene to the ultimate test, live in front of the country.”

The contest, said Klugherz, created “a lot of dialogue” online with consumers, generating approximately 10-15 million impressions a day for the contest site. Nearly 200 video submissions were received. In addition to online votes, the winner needed to have “a mix of great hair, great personality and a passion for Pantene,” he said.

The 60-second live ad was followed by a 45-second commercial from an advertising effort that broke early this week touting Pantene’s new custom collection with the platform “Healthy makes it happen.” 

Klugherz assured audiences will be seeing much more of Hopson. “We plan to make the winner a true reality star,” he said. “You’ll be seeing her well beyond the 60 seconds.”

Publish date: May 27, 2010 https://dev.adweek.com/brand-marketing/pg-relaunches-pantene-107425/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT