BACKGROUND

RECOGNIT ION

Pantene launched Gold Series, its first full collection geared towards African-American women, a segment who was fueling category growth. After years of being ignored by Pantene, black women were understandably apprehensive and needed to be sold. They didn’t view Pantene as a brand that understood them or their crown. Notably, Gold Series’ formulas were the result of a decade-long passion project of Black female P&G scientists. To make black women take notice, we demonstrated Gold Series’ true roots—launching a six city tour to spark 1:1 engagements with key brand voices, encouraging trial and driving sales by showing black women that not only do we see her, we see her beauty.

Agency: Agency: Leo Burnett / Arc Worldwide

2019 Effie Awards | Multicultural & Lifestyle Segments – Product

2019 Adweek Experiential Award | Best Experiential Activation in Support of Diversity and Inclusion