Transforming the brand narrative: The global redesign of Pantene Pro-V

As a product, Pantene Pro-V is a blockbuster-the planet's best-selling shampoo, with annual sales topping
one billion dollars. After a decade of envious growth, however, the line had become dated and somewhat confusing. In this story, Emily Kokenge and Liz Grubow tell how the brand has been revitalized with new graphics, packaging, and advertising based on a strategy that blends local marketing and sales tactics with a compelling global presence.
Pantene Pro-V is the world's numberone shampoo. It is sold in virtually every country, in tens of thousands of superstores, grocery stores, drug stores, kiosks, and tiny corner markets. Well over one and a half million people purchase.

Article from: Design Management Review Article, date: January 1, 2003 .Author: Kokenge, Emily; Grubow, Liz