Marketing Moment 29: Grey creates Pantene’s ‘Hair so healthy, it shines’ campaign – The Drum

To celebrate the Ad Club of New York’s 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years. 

Today’s marketing moment was chosen by Debby Reiner, partner at Grey New York. Below, find out why the launch of Pantene’s ‘hair so healthy, it shines’ campaign is her favorite marketing moment.

P&G’s Pantene is the world’s largest hair care brand, but when we started working with it in the early 1990s, it was a tiny niche product sold in just a handful of countries.

Our “hair so healthy, it shines” campaign revolutionized the brand and category.

Twenty-five years later, Pantene has evolved its “shine” equity to take a position on social issues, urging women to “Shine Strong.”

To submit your own favorite marketing moment, email editorial@thedrum.com and include ‘Marketing Moments’ in the header or tweet @TheDrum using the hashtag #marketingmoments.