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Transforming the brand narrative: The global redesign of Pantene Pro‐V
Author(s) -
Kokenge Emily,
Grubow Liz
Publication year - 2003
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2003.tb00343.x
Subject(s) - advertising , narrative , business , marketing , product (mathematics) , product line , engineering , art , mathematics , geometry , literature , manufacturing engineering
As a product, Pantene Pro‐V is a blockbuster—the planet's best‐selling shampoo, with annual sales topping one billion dollars. After a decade of envious growth, however, the line had become dated and somewhat confusing. In this story, Emily Kokenge and Liz Grubow tell how the brand has been revitalized with new graphics, packaging, and advertising based on a strategy that blends local marketing and sales tactics with a compelling global presence.