Pantene's rebrand takes an interactive approach

CINCINNATI: Procter & Gamble's Pantene brand kicked off the first in a series of marketing efforts to promote the May roll out of its rebranded haircare products, dubbed "customized collections."

CINCINNATI: Procter & Gamble's Pantene brand kicked off the first in a series of marketing efforts to promote the May roll out of its rebranded haircare products, dubbed “customized collections.”

The brand announced yesterday that it will choose its new spokesperson from an online casting call giving the public a chance to participate. The winner will star in a "live TV ad" during the May 25 finale of an undisclosed “hot show.” AOR DeVries is supporting the PR effort.

“We're really announcing a major departure from anything we have ever done before,” said Randall Chinchilla, P&G external relations manager for haircare in North America. “We wanted to go beyond the [typical] celebrity partnerships. It'll help drive awareness and excitement.”

The contest, running through April 18, encourages consumers to upload videos explaining why they should be the “world's first reality hair star,” via the www.pantene.com/realitystar microsite. The winner will appear in the spot alongside Pantene's current spokesperson, Stacy London. The prize also includes a "Be the Rock Star You Are" experience from Bret Michaels.

The team is leveraging its social media following – the Pantene Facebook page recently surpassed 300,000 fans - to promote the various campaign elements.   

For example, prior to the spokesperson announcement via Facebook, multimedia press release, and webcast, the brand asked its Facebook fans to guess the spokesperson.  

Chinchilla also explained that soon after the team issued the first press release about the campaign on March 30, Twitter buzz accounted for about 50% of the effort's social media impressions.

“We're asking [consumers] to put it to the test, and what better way to do that than a social media movement,” he said.

He added that sampling, via its microsite, main Web site, and Facebook, is also a major campaign tactic.  

In the next few weeks, the team will release currently undisclosed videos and campaign elements on YouTube and its microsite.

“We want people to stay involved in the next couple of weeks,” he said. “People will be intrigued.”

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