1990: Grey creates Pantene’s ‘Hair so healthy, it shines’ campaign
To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Pantene Hair so shiny
Today’s marketing moment was chosen by Debby Reiner, partner at Grey New York. Below, find out why the launch of Pantene’s ‘hair so healthy, it shines’ campaign is her favorite marketing moment.
P&G’s Pantene is the world’s largest hair care brand, but when we started working with it in the early 1990s, it was a tiny niche product sold in just a handful of countries.
Our “hair so healthy, it shines” campaign revolutionized the brand and category.
Twenty-five years later, Pantene has evolved its “shine" equity to take a position on social issues, urging women to “Shine Strong.”