Creative Brief: Pantene Big Hair Commercial

Client Information: Name, phone number, email address of client
Project: New campaign for Pantene Pro V: Big Hair
Prepared by: Heather Lynn Date: 10/28/08
Approved by: Client Date: 10/28/08

Background:
A Swiss drug company founded Pantene in 1947. The product was sold exclusively in department and drug stores in European countries only until 1983. In 1985 the brand was brought into the United States and Canada. By 1995 Pantene was the best selling hair product in the world. Pantene Pro- V creates a line of hair care products that transforms dull, dry hair into healthy, shiny hair. The product is known worldwide and is found to be easily affordable.
The Objective:
The ad should make the consumer feel sexy in his/her hair. The product is easy to use and is affordable for the consumer. The ad should address why the consumer needs to buy the Pantene product over any other hair product.
Target Audience:
The ad is targeted to women who are fashion conscious and are concerned with looking attractive. The Pantene brand is geared toward smaller families with larger incomes. The products are more expensive than that of their competitors. So families that are large and have a small income may chose to purchase cheaper hair products. The products does target other groups of people besides women, such as men and other ethnicities.
Most Important Thing to Say:
The most important thing we want to say is that by using our product your hair will be more healthy and your hair will shine. When using certain products offered by Pantene, each individual one comes with special tweaks to give the consumer volume, strength, straightening capability, or de-frizz.
Rational and Emotional Reasons:
Attractive
Beautiful
Shiny hair
Healthy hair
Transform dull, dry hair
Confidence
Responses from others
Mandatory Elements:
The brand offers shampoos and conditioners that will rejuvenate hair follicles to help the consumer to continue to have healthy, shiny hair without having to switch brands continuously. The brand is well known throughout the world and should be able touch every target market so that every consumer is able to relate to the advertisement.
Schedule:
From the creative team we need
1.) Sketch Ideas for the advertisement
a.) Media, size, color, and text
2.) Client Presentation
3.) Material delivered to publication




Citation:
Males, D (2003, December 4). Retrieved October 28, 2008, from Proctor & Gamble's Pantene Pro-V Web site:
http://dyanamales.com/panteenanalysis.pdf

Out of Home Advertising

One of my favorite billboards is the one for Golden Corral. This ad has a picture of a spoon with corn in it. It is a simple ad, but it reminds me of how yummy their food is and it brings back memories from the past. My father used to take me and my sister almost every Sunday to eat breakfast or brunch there on the weekends. So every time I see the billboard I think of my dad waking us up so early to go get some food. The ad somewhat has a country cooking feel to it. I always think of how fluffy and tasty their bread is as well. When I see their ad while riding down the highway, I begin to get hungry for some of their breakfast cooking. Sometimes immediately I want to find the nearest one, but I quickly remind myself of how I do not need all that food!!