PANTENE'S OUTDOOR OVERTURE: P&G'S SHIFT RAISES MEDIUM'S HOPES FOR CATEGORY

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The outdoor industry is tantalized by Procter & Gamble Co.'s new media plan for Pantene haircare, representing both a near doubling for outdoor's small but growing toiletries/cosmetics category and hope for more significant P&G investment.

The $4 million campaign from Grey Advertising, New York, broke last month and runs through November in 22 markets, including New York, Los Angeles, Chicago, Miami and Dallas (AA, Oct. 28).

"Anytime you have a major advertiser like P&G enter a category, that is a credibility boost for the outdoor business," said Chris Carr, general manager-transit for Outdoor Systems. "Over the past 10 to 15 years, we've done P&G business but on a spotty basis."

SPENDING UP 16.4%

Outdoor revenues for toiletries/cosmetics hit $4.6 million in 1995, up 16.4% from the previous year, according to the Outdoor Advertising Association of America. The hair products segment comprised $1.25 million of that amount, down 22%. Much of the advertising in that segment has been hair products targeted to African-Americans.

"P&G has always been very efficiency-driven," said Diane Cimine, chief marketing officer for OAAA. "The realities of other media-fragmentation, clutter-have made it difficult for them to break through at a good value."

"Outdoor was a very natural progression for us. Our hair-health benefit is very visual," said Tarang Amin, brand manager for Pantene, P&G's top-selling shampoo/conditioner.

The global Pantene campaign has been ongoing since May 1992 and outdoor spending is expected to continue after November.

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