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P&G Marketing Features Consumer Interaction

Posted: May 27, 2010

In celebration of its latest launch, Pantene broke new ground on May 25 when it aired the World's First Reality Hair Ad. Pantene put its products to the ultimate test in front of millions live on a first-ever roadblock across Oxygen Media, Bravo Media, and the NBC season finale of The Biggest Loser: Couples. In the 60-second spot, spokesperson Stacy London also revealed the winner of Pantene's online search for the World's First Reality Hair Star.

Marissa Hopson, 24, of Ft. Lauderdale, Florida, was named Pantene's First Reality Hair Star. The live ad was a departure from anything Pantene has done before. Unlike traditional Pantene TV advertisements, this ad was not set in a controlled studio environment. Instead, earlier in the day, cameras were hidden in Hopson's home, and she was surprised to see herself live on TV as the ad aired and was also surprised by London when she knocked on her front door, without advanced warning, to notify her that she was chosen as the World's First Reality Hair Star.

From April 2 through April 18, 2010, Pantene received 140 one-minute videos of hopefuls telling the brand why they should be the World's First Reality Hair Star. America voted on their favorite videos, and Pantene evaluated the submissions to narrow it down to 12 semi-finalists on April 26. On May 12, the semi-finalists were flown to New York City for an in-person test shoot that included a consultation with Pantene celebrity stylist Danilo, a makeup and wardrobe styling session, an interview with Grey advertising executives and an audition on camera.

The live ad is part of Pantene’s unprecedented level of marketing support for its new customized hair solutions and was created and produced in partnership with Women at NBCU and the Creative Partnerships & Innovation division of NBCU’s ad sales organization.

With its new understanding of hair's unique inter-fiber relationships, a critical factor in product performance that influences how ingredients work on hair, Pantene reinvented its entire brand structure.