P&G Marketing Features Consumer Interaction

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.

Another P&G brand, Gillette Fusion ProGlide, also debuted an interactive marketing effort, its Ultimate Summer Job contest. Gillette is searching for two passionate and charismatic individuals to crisscross the continent this summer to visit s places and events, turning guys who are skeptics about the new Gillette Fusion ProGlide razor and Gillette Fusion ProSeries skin care products into believers.

Interested applicants are invited to submit a video application to www.ProGlideSummerJob.com that showcases their creativity, magnetism and ability to share with guys the benefits of Gillette's new Fusion ProGlide razor and how it turns shaving into gliding. Winners will be awarded by a panel of celebrity judges during a June 15, 2010, professional sport-style draft event in New York City.

"We've already seen that the surest way to turn guys into believers of our new Gillette Fusion ProGlide razor is simply by having them try it," said Eugene Barbato, marketing director, P&G Male Grooming. "Our Ultimate Summer Job contest will give two lucky individuals the opportunity to put their power of persuasion to the test to encourage as many guys as possible to try Gillette Fusion ProGlide for themselves."

The two contest winners will act as Gillette Fusion ProGlide Ambassadors and travel across North America from July 1–August 15, 2010, in a custom Fusion ProGlide van, appearing at major sporting and entertainment events, meeting sports stars and local celebrities and appearing on nationally syndicated talk shows. The winners will gain behind-the-scenes access while spreading the word about the new razor. Their experience will be captured on YouTube and in a lively blog with photography, video and interactive features.

For full contest rules and information, and to enter, visit www.ProGlideSummerJob.com.

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