PANTENE GOLD SERIES TOUR
Pantene needed to build awareness around the relaunch of their Gold Series product line to appeal to the multicultural consumer. Black women looking for natural and relaxed product solutions were typically averse to large corporate hair care brands.
We created the Gold Series Tour to exemplify the brand’s commitment to tackling traditional perceptions of beauty and empowering Black women in their appearance—starting with their hair, no matter the curl pattern, porosity or texture.
The Pantene Gold Bus traveled across the country on an event tour with the real-life Black female scientists behind Pantene’s Gold Series, traveling to HBCUs and communities that embrace a strong black culture. In festival style, event attendees enjoyed features like free product samples, VIP lounges with music from popular DJ's and information on retailer destinations. A highlight of the tour was celebrity stylist Chuck Amos, who performed hair demonstrations and consultations with Black models.
2019 Best Experiential Activation in Support of Diversity and Inclusion winner at the Adweek Experiential Awards.
Creative Directors:
Casey Diehl
Erica Rabenda
