SYDNEY: Pantene is bringing back Kiwi supermodel Rachel Hunter to help launch the company's new products in its biggest launch in ten years.
The campaign will star Hunter and introduce her daughter Renee in a bid to connect the brand with younger women and communicate how the brand and formula has evolved to meet the changing needs of consumers.
“The decision to bring back Rachel was an easy one," Procter & Gamble associate marketing director Jeremy Kodomichalos said.
"This is the biggest launch for Pantene in over 10 years, we really wanted to emotionally engage our consumers and highlight the benefits of our innovative new range of products. Rachel and Renee represent the differing lifestyles and hair needs of our consumers.”
The campaign launches with a TVC on Sunday [16 May] to be followed by print, online, instore POS and a trans-Tasman media tour.
Pantene works with Grey Worldwide for creative, and their media agency is MediaCom.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.