Truth:

Hair care is a "grab & go" category where most people just "grab" what they always do and never "go" exploring.

 

Spectacle:

Pantene wanted to challenge people with the idea that salon quality hair products didn't have to be expensive. So we created a mystery box with two unmarked bottles and asked top mommy beauty bloggers to try it for two weeks.  Then we sent a locked box and told them they'd get the unlock code two days later on the launch date. One blogger couldn't wait and broke into the box... on camera! We followed up with a website that featured tips from celebrity stylists and a zip code locater to suggest the best Pantene products for your weather.