A new way to show a great hair

For a long time Pantene has been a pioneer and favorite hair care prouct to achieve great hair. In 2021, Pantene launched a new packaging and upgraded ingredients of Pro-V and Rice Oil Essence to give target audience a great and healthy hair transformation inside out.

The challenge is target audience see all shampoo are the same. Every brand has already been talking about the look. That makes the decision of getting a shampoo comes down to how it will look from the outside.

The campaign was aimed to bring Pantene separate from the competition.

Aiming to appeal different from the competition, the creative strategy took the path by taking another way to show the target audience about a great hair. The idea was The Sound of Rambut Maksimal. A campaign that for the first time ever showed how great hair not only can be seen, but also be heard. This campaign took an initiative to collaborate with Maudy Ayunda, and together with Pantene showcasing that now more women in Indonesia can experience Great Hair Day and gain confidence from having hair so great that they can even hear it.

The idea was translated into a video and utilize the ASMR technique and also freeze frame shot method that no hair care brand has ever done before. Through this campaign, Pantene became the first hair care product utilizing ASMR in a full-scale campaign.