2011 Winners & Shortlists

The Campaign

During the last few years Pantene was quickly affected by the fact that there is not so much benefit from the consumers awareness. Also, the tunisian market was de-prioritize by the brand. We focused on a beauty contest. Starting with a teasing launch.

Success of the Campaign

After 3 months only, we had unshakable results. Market sales increase, distribution and shelf space. Today, Pantene has become the priority for distributor, trade and P&G. Miss Cover Girl by Pantene became a benchmark for P&G.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

During 2 weeks, everybody could vote for their favourite candidates on the website launched for the event. With more than 17,000 votes, the 12 finalists were chosen. Each one of them could participate in a professional shooting and represent a month in the 2011 Pantene Calendar. Finally, after 2 months of shootings, pre-selection and voting, our Miss Cover Girl by Pantene was elected during a impressive night with a VIP jury. 180 guests turned into 250. At the end, Zeineb Boukottaya was not only the Miss Cover Girl by Pantene, but the First Miss Pantene in Tunisia.