P&G taps eÿeka's creative crowd for a Pantene campaign launch in Japan
From One Creative Idea to a Holistic campaign

Pantene is launching a new product

Pantene's 2016 Plan included the launch of a new Summer Treatment product in Japan. Summer in Japan is the time of the year when hair-care products usage is the highest. Pantene was seen as a good quality and dependable brand in Japan but needed to create more excitement and relevance amongst Millennials.

One challenge for global creative community

Pantene approached eÿeka with the challenge to break hair care clichés and convince teenage girls that Pantene's new Summer Treatment is a must have for the season.

4 themes emerged from 280 entries

In 3 weeks, we received 280 entries from 42 countries which were further taken to a co-creation workshop. The winning idea “BAY WATCH FOR YOUR HAIR” was developed into a campaign “RESCUE YOUR HAIR IN SUMMER” by Pantene's agency.

Raw Ideas from eÿeka community

Bay Watch for your hair


Campaign Idea based on the winning entry

Rescue your hair in summer


TV Commercial aired in Japan


Activation events in Central Tokyo


Pantene is proud of the results

I am very proud of the campaign's results because it sets a new standard going forward. We grew share during the peak consumption period for the first time in 3 years and rejuvenated Pantene's equity to a proposition people were eager to go out and buy.

Supriya Singh

Marketing Director, Procter & Gamble, Singapore

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