Pantene Summer 2020 Owning the summer, even at its most uncertain
How to deal with the most uncertain summer in our lives? Summer is a critical time for Pantene treatments. In 2019 we had a hit theme song that became iconic in pop culture – people were dancing to it on the beach and around swimming-pools everywhere. But the 2020 pandemic changed all that. We couldn’t possibly launch your usual summer campaign: context meant everything.
So we decided to design our campaign in full alignment with the existing situation. We challenged our customers to rewrite the song lyrics, adapting them to the pandemic summer experience. The idea was sending out a message: in spite of all current restrictions, this was still our summer. And we made the best possible use of the most successful channels at the time: a Tik Tok dance that went viral, context pieces in Spotify, and the first – and highly relatable – OOH with your face mask on.
These are the
- We took the brand even further by exploiting new direct-to-consumer channels.
- We owned the summer in a way that was 100% playful and context-appropriate.
- A 360º campaign, including PR, TV, TikTok, Instore, OOH, Digital, Spotify…