The ad campaign, handled by Grey Advertising, New York, includes a print ad and a 30-second TV spot.
ORIGINALLY A MALE HAIR TONIC
Though the Pantene brand began as a male hair tonic in 1946, the absence of a male-specific product in the linehas made P&G hesitant about aiming ads at men, who tend to view Pantene as female-only, according to Tarang Amin, Pantene brand manager.
Pantene's advertising has targeted women exclusively for the last 15 years, Mr. Amin said.
The company, however, estimates 40% of Pantene users are male, and Mr. Amin said marketing to men seemed like a prudent move.
Besides making male Pantene users feel comfortable with a product they already use, Mr. Amin said he hopes the campaign will make the brand attractive to non-users.
The TV spot features a female voice-over saying she knows her husband says he "doesn't care" about his hair, but she knows better.
"We believe there are non-users that will be attracted to the advertising," Mr. Amin said.
WOMEN STILL FOCUS
Though P&G is currently airing only the male-targeted Pantene spot, it is seen as an addition to the regular Pantene campaign geared to women.
"We still are a beauty care brand-women are our focus," Mr. Amin said.
He said Pantene will expand the overall brand effort with "five to 10" spots that target women.
Spending for the campaign was undisclosed, but Mr. Amin described the effort as "significant."
P&G put $119 million behind the Pantene line last year, and looks to be on a similar pace with $30 million in first-quarter spending, according to Competitive Media Reporting.