Business in EMEA was declining and the brand was poised to launch a re-stage. We crafted a three phase approach to make the most of the opportunity. 

Phase 1: What is the mystery brand that outperforms the £60 hair treatment? 

Phase 2: The mystery brand that outperforms the £60 hair treatment is New Pantene. 

Phase 3: New Repair & Protect outperforms the £60 split end treatment.  

A host of celebrities like Bond Girl Olga Kurlyenko, soap star Tuba, and headline sensation Sara (her boyfriend from Réal Madrid kissed her on TV and made her an overnight star) brought attention grabbing heat to the program. Beautifully shot by Kutlu.