P&G's Pantene brand has launched a marketing campaign that centers on the search for the world's first reality hair star. As part of the marketing support for the brand's reinvention, Pantene will put its products to the test live in what the company calls the world's first reality hair ad, to air on May 25, 2010, on multiple channels—including a major U.S. network.
"Pantene is known for being at the forefront of hair care innovation and we'll be breaking new ground on May 25 when we air the world's first reality hair advertisement," said Craig Bahner, vice president, North America Hair Care, Procter & Gamble. "Shooting a reality TV ad is the ultimate hair test, and we are confident that our products will pass the test in this one-of-a-kind project."
One woman will be selected from the online casting call to put Pantene to the test on live TV, and will appear in the first reality national advertising spot alongside Pantene's current spokesperson, fashion consultant and media personality Stacy London. She will also win the "Be the Rock Star You Are" experience from musician Bret Michaels, which will include tickets to one of his concerts this summer, first class airfare, a ride in Michaels' tour bus, and backstage passes.
From April 2 through April 18, 2010, women will have the opportunity to tell Pantene why they should be the first reality hair star by uploading a video to www.pantene.com/realitystar. American consumers will have the chance to vote on their favorite videos to help choose the winner and fan favorite videos will be chosen daily. All video submissions will be evaluated and 12 finalists will be flown to New York City for an in-person test shoot in May.
Pantene, according to a press release, reinvented its entire brand structure, and the products now include an updated ingredient list, tailored systems, new packaging and new fragrance. New Pantene solutions are custom created to deliver product performance based on four unique hair structures and end-benefits.