Pantene touts larger size to bolster usage

The 'Bigger Size, Better Value' campaign, developed by Zenithmedia, looks to raise awareness of Pantene Pro-V's upsizing from 350 ml to 500 ml, an increase the Procter & Gamble brand is implementing at no extra cost. Utilising 200 Clear Channel shelters in Singapore, 10 shelters located near FMCG outlets have been specifically chosen to display the conditioner bottles breaking out of the bus shelter panel, while the rest carry two-dimensional posters. The campaign comes as a complement to existing TV and in-store executions. According to P&G country marketing manager for Singapore Jopa Malanpic, the new pricing strategy is a response to conditioner usage in the Singapore market being relatively low. "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.

This article was first published on Media Asia

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