Bronze Effie Winner, Multicultural & Lifestyle Segments
Finalist, Brand Experience: Live
Finalist, Brand Experience: Live
To help support the launch of Pantene's new hair care line, Gold Series, we were asked to create a pop-up experience to generate buzz and awareness. Developed specifically for African-American hair, by women like her, we knew we had a compelling story to tell. But first we needed to overcome our biggest barrier. Relevancy.
In order to change her perception that Pantene didn't get her, we needed to be meaningful and authentic in every way. So we decided to take the pop-up to her, traveling to her communities, across several cities. We handed out a "Dear Black Women" note letting her know we see her and appreciate her. And we brought the women who created the products with us to help tell the story, along with our celebrity stylist, Chuck Amos, to ultimately build credibility through meaningful, authentic connections.
