Advertising Campaigns: P&G’s Pantene Anti-Sponge

Procter & Gamble is plotting a major boost to its U.S. Hispanic hair care products line-up next February with Pantene Anti-Sponge/Anti Esponjado shampoo, conditioner and combing crème. P&G is also adding an Extra Straight/Extra Liso two-in-one shampoo and conditioner extension to its Extra Liso line introduced last year. The moves are aimed in part at preventing Unilever from bringing its Sunsilk brand north from Mexico.

The campaign promoting the products will include Hispanic television and print ads in key markets such as Chicago, Dallas, LA, Miami and New York.

Procter & Gamble Co. is preparing to tangle with Unilever in the next hair-care battleground: Hispanic-targeted shampoos and conditioners.

One of the reasons P&G and competitor Unilever are focusing so sharply on Latino hair products is because Hispanics use more hair-care products proportionally than other demographic groups.

P&G named WPP Group's New York-based Wing Latino as the lead creative agency for Pantene's premiere in the Hispanic market in March for its Anti-Sponge/Anti-Esponjado shampoo and Extra Straight/Extra Liso combo. The communications planning and media buying account is being handled by Publicis Groupe's Starcom MediaVest Group.


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