Singer-songwriter Ellie Goulding is to spearhead Pantene Pro-V’s new ’Strong is Beautiful’ campaign.
Highlighting the “importance of being strong on the inside in order to be beautiful on the outside”, the national initiative includes the launch of limited edition packs of Pantene Pro-V’s range of shampoos and conditioners. Sporting the Brit Award-winner’s signature, the exclusive new packs are available to retailers now.
Building on Ellie Goulding’s popularity as an artist and her credentials as an ambassador for the Strong is Beautiful message, the campaign will be backed up by media activity until the end of the year. The support includes a new TV ad, in-store POS materials and social media activity.
Jo Vaughan, Hair Care Brand Manager at P&G, said the brand was very excited about its partnership with Goulding as she “perfectly embodies what Pantene Pro-V is all about”.
“We expect increased levels of consumer demand thanks to our marketing activity, so recommend that retailers stock up now,” Vaughan added.
