The campaign is the latest attempt to jump-start the brand, which has repeatedly been singled out as a laggard in P&G's North American beauty business. Most recently, Pantene was blamed for making P&G miss the usual 5% annual beauty growth mark. In an earnings call with analysts this April, CEO A.G. Lafley attributed much of that decline to last spring's failed restaging of the brand. Called Parthenon, that campaign, also via Grey, New York, called for organizing the brand's many SKUs into 18 easily identifiable "benefit-themed" collections, including ones for healthy, colored and treated hair. Aimed at minimizing the confusion, the strategy ultimately failed.
BrandWeek
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