Why not do something like (see below) this for the local Pantene brand instead of using celebrities who seem to be in a perennial state of mawkish stupor? Is it due to the Philippine's culture and general consciousness? Is Imelda Marcos right in saying "I know my little people want to see a star. Other presidents' wives have gone to the barrios wearing house dresses and slippers. That's not what people want to see. People want someone they can love, someone to set an example."? Do we need really need the "stars" to dictate what a quality product is? The bigger the "star", the better the product?
Why not try something different and smart Pantene (Philippines)?
Pantene Philippine's most recent celebrity endorses posing for Preview Magazine.
Pantene India's Ambient Campaign
Challenge: Pantene makes hair strong hair and objective was to bring the communication at various consumer touch points.
Solution: A poster with a real plait hanging from the back of a head was stuck on the doors of malls, supermarkets and beauty salons. The plait served as the door handle and each time patrons ‘pulled’ the hair handle, the core benefit of Pantene was communicated in an interesting manner.
Result: Apart from bringing a lovely smile to the lips of patrons, it created greater brand awareness and an increase in enquiries at the Pantene beauty counters set up at these touch points.
Agency: Grey Worldwide, Mumbai, India
Via Adoholik
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