Pantene Long & Strong

Shopper Marketing / Retail Activation / POSM Thailand, 2022 72% of Thai women want long hair — Pantene's answer was a retail experience that proved strength and length are the same thing. The brief was to relaunch Pantene's Long & Strong Shampoo & Conditioner range in Thailand with a refreshed packaging design targeting Gen Z and Young Millennials — and to bring the campaign idea to life at the First Moment of Truth in store. Big Idea: When You Measure Strength, You Measure Length. Hair is only truly long when it's strong to the tips. This idea was translated into a full suite of retail display executions — Iconic Island Display, Gondola End, Standee, Top Shelf and Wobbler — all built around the ruler as a visual device, signalling length and strength simultaneously. Brand ambassador Thanaerng anchored the key visuals across all touchpoints. The result: a disruptive, education-led retail presence that repositioned Pantene Long & Strong as the only shampoo that addresses the real barrier to long hair — weak ends. Role: Creative Design Direction Client: Pantene — P&G Thailand Agency: Brand World Consultants