Pantene touts larger size to bolster usage

"The main objective is really to grow conditioner share for Pantene," said Malanpic. "What we have looked into is to price our conditioner the same as the shampoo.
"Conditioner usage is not up to par with other developed markets, and even lower than Thailand. One of the reasons is the whole pricing and sizing mix," Malanpic added.
Zenithmedia general manager Harpreet Singh Kaintel, meanwhile, put the outdoor strategy down to the need to create impact in the highly cluttered haircare market.
"The stunning 'giant' Pantene conditioner bottle breaking out of the bus shelter panel was used to demonstrate the 'bigger' in a visually and physically dramatic manner," explained Kaintel.
"Strategic locations near prime shopping malls and retails outlets were chosen to capture attention and act as reminders to these consumers while they are out shopping."
Targeting Pantene's core 18 to 44 demographic, the outdoor push follows a TV drive that aimed to educate consumers about the need to use conditioners. Pantene currently battles with Dove for leadership of the city's shampoo market.