Pantene makes a promise of strong hair. A poster with a real plait hanging from the back of a head was stuck on the doors of malls, supermarkets and beauty salons. The plait served as the door handle and each time patrons ‘pulled’ the hair handle, the core benefit of Pantene was communicated in an interesting manner.
Advertising Agency: Grey Worldwide, Mumbai, India
I’ve never used Pantene but it is presumably non-sticky. The same technique could be used for other products as well.
It could be used to to show hair which is coarse and fine.
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This is a very creative media technique for Pantene to use. Replacing the door handle with “hair” strong enough to pull open a swinging door relays the strategic message of what Pantene says in all campaigns. While this use of hair may be disturbing (yet clever) to some, the cultural divide may also be just great enough that in Mumbai this is a perfectly brilliant advertisement. Overall this media placement shows ingenuity grom Grey Worldwide
I like the idea, but I’m curious to know if the ads immediately increased Pantene’s sales within the locations on which they were placed.
[...] Creative poster with a real plait hanging from the back of a head was stuck on the doors of malls, supermarkets and beauty salons in India. The plait served as the door handle and each time patrons ‘pulled’ the hair handle, the core benefit of Pantene was demonstrated. [link] [...]
[...] Creative poster with a real plait hanging from the back of a head was stuck on the doors of malls, supermarkets and beauty salons in India. The plait served as the door handle and each time patrons ‘pulled’ the hair handle, the core benefit of Pantene was demonstrated. [via] [...]
[...] Pantene Door Handle Creative poster with a real plait hanging from the back of a head was stuck on the doors of malls, supermarkets and beauty salons in India. The plait served as the door handle and each time patrons ‘pulled’ the hair handle, the core benefit of Pantene was demonstrated. [link] [...]
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[...] Pantene Door Handle [...]
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