10

May 2010

Pantene Set to Bring Back Famous Catch Cry

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MEDIA RELEASE

The Pantene brand slogan that helped establish the career of Kiwi model Rachel Hunter will once again be heard on New Zealand television.

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On Sunday 30th May 2010, global haircare brand Pantene is set to bring back the line that made international model, Rachel Hunter a household name back in the 90s. The TVC will not only feature Hunter but also her daughter Renee Stewart, who will introduce the new generation of Pantene, the biggest launch for the brand in 10 years.

Designed to emotionally engage with consumers, the campaign will feature Rachel and Renee across all touch points, with their relationship serving as a platform to communicate how the brand and formula has evolved to meet the changing needs of consumers.

Jeremy Kodomichalos, Procter & Gamble Associate Marketing Director, says the decision to bring back Rachel was an easy one.

“This is the biggest launch for Pantene in over 10 years.  We really wanted to emotionally engage our consumers and highlight the benefits of our innovative new range of products.  Rachel and Renee represent the differing lifestyles and hair needs of our consumers,” he says.

Improving on Pantene’s existing formula, the upgraded formulation delivers an improved conditioning system.  The shampoo provides a more effective cleaning and conditioning formula, while the conditioners have been upgraded to balance a lightweight feel with outstanding conditioning benefits.

“In addition to the new lightweight formula, the re-launch includes stylish new packaging and some innovative new treatment product including the Night Miracle Leave On Crème Serum and an All Day Smooth day treatment,” says Kodomichalos.

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The duo will hit the screens in prime time TV announcing Pantene’s new lightweight formula and stylish new look packaging. Opening with the original TVC featuring Rachel’s big hair back in the 90s, the camera then spans out to show Rachel today, talking about new Pantene. Her daughter Renee is then shown dancing, which is where her passion lies, and closes with Rachel introducing her as the new girl.

“I suppose you could say this isn’t actually the first time Renee and I have worked together, as I was pregnant with her when I filmed the first commercials back in 1992,” says Hunter.

“I’m thrilled to be working with Pantene, a brand I have continued to use in my repertoire all this time but which has just continued to improve.  And this time around I had the added benefit of working with my daughter”.

Stewart says she was happy that Pantene allowed her to incorporate her dancing into the commercials.

“It made me so much more comfortable as it’s really what I love. And I’ve never done anything like this before so it was great to have mum’s support,” she says.

Following the commercial launch on Sunday the new Pantene ambassadors will be seen across various executions including:

–        Print advertorials in leading women’s magazines

–        Online at www.pantene.com.au and across various high reach websites

–        PR recently held a Trans Tasman media tour which will be followed by ongoing interviews with the duo

–        In-store via outstanding POS executions

–        Out of home via mall doors

 

The new Pantene range is available in-stores nationwide now.

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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