Thursday, June 15, 2006

Bib #14 Grey Worldwide "The work - Pantene Shines." Grey Matter Issue Three 2006: 4

Found this article on Pantene - I find very relevant to my research topic. Pantene is a good example of a global brand tapping into different national markets by tailoring their campaign executions to suit a local culture. In a global first, Australia/ New Zealand was briefed as lead market for Pantene's international relaunch.

(the article)
In a category jam-packed with product choice, preening and over-promise, the new Pantene looks, feels and is a cut above. Pantene going into 2006 is smart, sassy, confident, up-market and refreshingly real. No longer predictable, she dresses differently - wearing a new logo and pack design - and she's different on the inside too, thanks to a new formula and a new attitude, embodied in the selling line - Shine, Pantene.

Look out for her in the TV, print, web, PR and in-store work, much of which was created by Grey Melbourne. Listen out for her music. She's someone you just might want to hang out with.


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