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Pantene Pro-V ShowerGlass / P&G

Submitted By Pereira O'Dell

Description

Showers account for nearly 17% of all household water usage and last, on average, about 10 minutes. The Association of California Water Agencies and The California Department of Water Resources’ website, SaveOurWater.com, suggests taking a 5 minute shower instead of a 10 minute shower in hopes of saving between 12.5 - 25 gallons of water per shower. To help drive awareness for water conservation, Pantene introduced the ShowerGlass Limited Edition, with innovative packaging and product technology designed to help consumers save water by taking shorter showers.


THE RESULTS:
• Secured 130.3M+ impressions and reach 211.8M+ consumers on social, inspiring them to make a difference on an issue facing Southern California
• Generated 2.2M+ engagements from consumers via “likes” and comments about the initiative, showing the program resonated well with consumers.

The ShowerGlass Limited Edition packaging was featured on the following Pantene shampoos:

• Pantene Pro-V Classic Clean Shampoo (12.6 OZ)
• Pantene Pro-V Classic Clean 2 in 1 Shampoo & Conditioner (12.6 OZ)
• Pantene Pro-V Repair & Protect Shampoo (12.6 OZ)
• Pantene Pro-V Ultimate 10 Shampoo (12.6 OZ)
• Pantene Pro-V Nature Fusion Smoothing Shampoo (12.6 OZ)
• Pantene Pro-V Beautiful Lengths Shampoo (12.6 OZ)
• Pantene Pro-V Radiant Color Shine Shampoo (12.6 OZ)
• Pantene Pro-V Radiant Color Volume Shampoo (12.6 OZ)
• Pantene Pro-V Curl Perfection Shampoo (12.6 OZ)
• Pantene Pro-V Daily Moisture Renewal Shampoo (12.6 OZ)
• Pantene Pro-V Damage Detox Shampoo (12.6 OZ)
• Pantene Pro-V Sheer Volume Shampoo (12.6 OZ)
• Pantene Pro-V Sheer Volume 2 in 1 Shampoo & Conditioner (12.6 OZ)
• Pantene Pro-V Full & Strong Shampoo (12.6 OZ)
• Pantene Pro-V Nature Fusion Moisturizing Shampoo (12.6 OZ)
• Pantene Pro-V Breakage Defense Shampoo (12.6 OZ)
• Pantene Pro-V Smooth & Sleek Shampoo (12.6 OZ)


CREATIVE CREDITS:

Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
Design Director: Moses Kelany
Sr. Producer: Owen Bly
Director of Client Services: Ryan Toland
Account Director: Nidhi Chinai

Objective

To help drive awareness for water conservation in Southern California, Pantene introduced the ShowerGlass Limited Edition in November 2016 at Vons Supermarket locations in Los Angeles, with innovative packaging and product technology designed to help consumers save water by taking shorter showers. Each shampoo within this new line featured a five minute hour glass timer designed to help consumers clean and condition their hair faster. Simply flip over the shampoo bottle with the ShowerGlass to indicate when you should end your shower.

EXECUTION + NEW FORMULA:
First, a brilliant five-minute glass timer designed to help us clean and condition our hair faster. Simply flip over the shampoo bottle with the ShowerGlass to indicate when you should end your shower. The silica band is transferable and reusable on all Pantene Pro V 12.6oz bottles. Second, an innovative reformulation designed to help wash hair quickly with shampoo that lathers quickly and rinses out immediately, and conditioner that spreads easily across hair and instantly rinses out, for a silky, smooth feel.

MOVING FORWARD:
With record rainfall in February 2017, Californians should not revert to “water-wasting ways.” In part because of climate change, and in part because of greater demands on water. One wet year is not a drought buster. Proctor & Gamble is one of many businesses that have responded responsibly to the past drought emergency and will continue to create awareness on the importance of water conservation.

Technical Challenge

Finding a sustainable, yet malleable, material that would fit all 17 Pro-V bottles was a challenge. The material must also be sturdy enough for the band to be reusable with any Pantene Pro-V bottle at 12.6OZ. We settled on a silica band that is non-toxic, non-flammable and chemically unreactive.

Client

P&G

Agency

Pereira & O'Dell
http://www.pereiraodell.com

Media

Design

Market

Corporate Social Responsibility

Credits

Account Executive

Ryan Toland
Nidhi Chinai

Designer

Moses Kelany

Producer

Owen Bly

Creative Director

PJ Pereira

Views

1406

 

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