P&G creates ice rink in Manila to mimic hair-repairing powers of Pantene shampoo

In a stunt to dramatise the hair-repairing capabilities of shampoo brand Pantene, Procter & Gamble has created an ice rink in Manila on which skaters mimic the effects of damaged hair.

Pantene stunt

A Pantene-branded roller with the words ‘Smoothens damaged hair in three minutes’ on the side then flattened or ‘repaired’ the ice, which had been made into a billboard-sized image of a model with nice hair.

Here is a case study video from the campaign:

The stunt took 42 hours of chipping at the ice, 36 hours to install, 2,500 gallons of water and 30 days of freezing at -5 degrees celcius, the viewer is informed in a case study video.

According to the agency behind the stunt, a combination of the Kuala Lumpur, Singapore and Manila offices of Grey Group, the campaign “garnered 100 per cent participation from the ice skaters”. The agency has yet to clarify what this means.

The agency also claims the campaign resulted in a 7.6 per cent share of the conditioners category in May, which represent a 16 per cent increase in sales versus the same month in the previous year.

Javier Bonilla, APAC ECD for Grey, said: “Ice skating rinks have been available for a long time but no one has harnessed its potential as a communication medium in this way. The Pantene Hair On Ice campaign innovatively allowed us to show that Pantene can in effect repair hair damage and the results were incredibly good.”


Javier Bonilla – Grey Group Singapore, Regional Executive Creative Director
I-van Policarpo – Grey Kuala Lumpur, Regional Associate Creative Director
Elson Effendy – Grey Kuala Lumpur, Senior Art Director
Don Michael De Leon – Grey Kuala Lumpur, Regional Senior Account Manager
Laston Tan – Grey Kuala Lumpur, Art Director
Renee Lim – Grey Kuala Lumpur, Producer
Anjali Jain – Grey Group Singapore, Regional Business Director
Siddika Dehlvi – Grey Group Singapore, Group Account Director
Syamin Arif – Grey Kuala Lumpur, Executive Producer
Shahvez Afridi – Grey Group Singapore, Head of Strategy
Dennis Chen – Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Chen Yoke Wah – Asia-Pacific Video Lab, Kuala Lumpur, Executive Producer
Daz Kalidass SO Candra – Asia-Pacific Video Lab, Kuala Lumpur, Editor
Cris Dy-Liacco – Just Add Water, Philippines, Broadcast Producer
Ina Lagman – Provill Studios, Philippines, Managing Director
Toby Concepcion – Provill Studios, Philippines, Film Director
Michelle Robles – Provill Studios, Philippines, Production Manager
Fuse Adventures In – Audio Fuse Adventures In Audio, Audio Production Team
Huma Qureshi – Grey Group Asia Pacific, Regional Director, PR & Corporate Communications
Pang Yanrong – Grey Group Asia Pacific, Regional Corporate Communications Executive
Hesham Tohamy – Marketing Director, Pantene AAIMEA, P&G
Raffy Fajardo – Marketing Director Haircare Asia, P&G
Lester Estrada – Country Marketing Manager Haircare, P&G
Maniya Ysabel Parungo – Assistant Brand Manager, P&G


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