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GREY group Asia Pacific demonstrates Pantenes Hair transformation promise

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    GREY group Asia Pacific demonstrates Pantenes Hair transformation promise

        

    By exchange4media News Service | November 6, 2015

    In a saturated category that is littered with claims and promises that consumers hardly ever listen to, Pantene needed a campaign that would engage the jaded consumers in the Philippines and break the ice with them.

    Grey Group Asia Pacific in collaboration with Grey Kuala Lumpur and Grey Group Singapore took on the challenge. There was renewed interest in ice-skating which was triggered by Michael Martinez, a Filipino ice skater - the first figure skater from Southeast Asia and the tropical zone to compete at the Sochi Winter Olympics. Riding on this trend, the team found a way to make the proposition relevant with the campaign, Pantene Hair on Ice.

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