What happens when you are selling a product that a high percentage of people in a particular region use, and are happy with, and then you take it away due to a regional lineup change? You get some pretty ticked off people, that’s what. But when this happens, is it possible to take something like this and turn it into a marketing win? Yup! You can!
In Israel, a large amount of women used Pantene Perfect Curls cream to help them keep their hair under control. But due to a lineup change in that region, Pantene had stopped delivering their product. What was the result, aside from the irritation of not having a product the women couldn’t get their hands on anymore? They went to Facebook!
The women vented their frustration on a protest group, and found that their irritation had been acknowledged. Working with ACW Grey Tel Aviv, Pantene worked on a campaign that directly addressed the women’s concerns. Because of the women’s concern, the brand launched a campaign that would turn their bad hair day into a good day.