Procter & Gamble

Vanessa Prats, Global Pantene Marketing Director
Marie Mount, Brand Manager

Grey New York *Lead Agency

Joanna Carver, Global Creative Director
Katherine Kahn, Acct. Supervisor
Yashaswini Samat, EVP APAC-P&G
Danielle Avedon, VP Acct. Director
Lindsey Randolph, Planning Director
Judi Nierman, VP Executive Producer
Angelica Mata, Acct. Supervisor
Jimmy Wade, Associate Producer

Starcom MediaVest Group

Touchstorm

DeVries Global

This is the story of how Pantene dug deep into its brand DNA to connect with Millennial women. We identified a synergy between their strength and Pantenes equity in hair strength. And found we could further the conversation on female strength by helping her realize the little, every day things she does to undermine it, like over-apologizing. Pantene exposed this through a film, Sorry, Not Sorry. Which created the incredible impact, buzz and positive perceptions among Millennial women creating momentum for the brand.