Procter & Gamble

How do you balance the power of influence with the risk of change? That was the decision faced by P&G haircare brand, Pantene. With a marketing heritage made up of bouncy blow dries and perfect smiles, they began to recognise that they were no longer connecting with the audience that had once been a given.

In this discussion, we’ll talk with Helene Graffner, Brand and Communications Director, Hair Care Europe at Procter & Gamble and Bernadette Hutson, Account Director at Valtech Radon, about the moment they decided to change their approach, the research that helped to support their decision and the results that came from putting the power of hair in the spotlight. 

Topics: Marketing, Branding, Push & Pull, Diversity, Authenticity