CLIENT
Procter & Gamble
Valeria Consorte, Italy Beauty Vice President
Jessica D'Avino, Italy Hair Care Director
Laura Iannuzzi, Media Manager Hair Care
Layal Ammar, Europe Haircare Vice President
Emily Mangozza, Europe Haircare Director
Daniele Diano, Italy Media Brand Manager
Chiara Chiodarelli, Senior Category Development Manager Health & Beauty Care
AGENCY
Montse Gonzales, Managing Director
Nuria Ruiz del Árbol , Account Director
Leonardo Peruzzi, Client Director
Piergiorgio Manuti, Managing Director
MIA REPRESENTACIONES ARTISTICA S.L. ITALIAN BRANCH
Laura Busetti, Italian Office Director
onpoint
Cristina Gallo, Senior PR Account
SUMMARY
Our strategic objective was to grow Pantene treatments and total market segment penetration and sales, with a Brand Summer campaign relevant and engaging for our consumers in the Covid-19 era.
Pantene revolutionized its communication strategy with "Wear your hair" campaign: building on the insight that strong and health hair make people feel good, we invited all consumers to have strong hair with Pantene treatments and to “wear your hair” and therefore “feel GOOD” in the Summer 2020. As hair represents a state of mind to “wear”.
