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Pantene Turns Product Protest Into Marketing Win
Over in Israel, 25% of women have curly hair and many of them use Pantene Perfect Curls hair cream to tame their manes. Due to a regional lineup change, Pantene stopped delivering the cream. Women were angry! incensed! Outraged! OK, maybe it wasn’t that bad but they did start a Facebook protest group to voice their frustration.
Acknowledging this outcry, the brand worked with ACW Grey Tel Aviv on campaign that directly addressed the women’s concerns. The approach centered on the notion that a bad hair day isn’t just a bad hair day. It’s a bad day all around. And acknowledging they couldn’t immediately change the fact the product was no longer available, the brand launched a campaign that would turn a bad day into a good day.
The brand engaged in the Facebook protest page’s conversations to individually address specific complaints. One woman, Shira Dora, complained, “Nothing looks good on me due to my bad looking hair.” Reacting to this, the brand sent Shira on a shopping spree with a professional stylist.
Another woman, Ariel Dimri posted, “That’s it, I’m about to straighten my curls.” So the brand took Ariel to a Pantene hairdresser and then sent her off to a professional photo shoot. And another woman, Nathalie Elkayam posted, “As my curls stopped growing, my love life lost its spark.” For Nathalie, the brand took Nathalie and her husband to a romantic dinner in a limousine and put them up in a hotel for a night.
Naturally these three women and many more the brand reached out to shared their experiences on the Facebook page, leading to a claimed 200,000 reach on Facebook, tons of media coverage amounting to $500,000 in free media coverage and…wait for it…the return of the product to Israel because management deemed the demand significant enough to do so.
And they didn’t just bring the product back, they did it in style. They invited the Facebook group’s members to a movie premiere and unveiled the product’s return by placing a bottle of it under each seat — thus ending Israeli women’s bad hair days once and for all. The End.
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