TITLE

P&G alters image in major push to rebuild Pantene

AUTHOR(S)
Petrecca, Laura; Cardona, Mercedes M.
PUB. DATE
July 1999
SOURCE
Advertising Age;7/5/1999, Vol. 70 Issue 28, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the advertising campaign launched by Procter & Gamble Co. (P&G) on July 5, 1999, for its Pantene hair-care line in the U.S. P&G spends an estimated $140 million annually on its market-leading brand, and this effort is expected to receive a third of that budget. In addition, P&G is embarking on one of its biggest sampling efforts, in which millions of Pantene Ultra-V samples will be bagged with newspapers for home delivery at the end of August. The new creative features fruits, flowers and other objects to subliminally represent a refreshing and healthy lifestyle. Print advertisements break in August magazines, and include spreads featuring best-tressed women on one side and a health-related item such as a jump rope or a large glass of sparkling ice water on the other. The idea for the new campaign evolved through extensive focus groups in the U.S., Europe and Asia.
ACCESSION #
2008139

 

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