Baby Art Director’s first big boy project.

Pantene was losing touch with consumers, facing massive competitive noise in the hair care category, and was seeing a decline in sales. The solution to these challenges was to grab our consumer's attention by offering her a "haircast."

Partnering Pantene with The Weather Channel, we gave her a location-specific forecast paired with product solutions for her hair, where/when she was checking the weather.

The results were a 28% sales lift, 600,000+ social impressions, and beautiful hair whatever the weather for her.

2014 EFFIE AWARDS Shopper Marketing
2014 DIGIDAY Retail Awards