Packaging to save water: Pantene Pro-V ShowerGlass

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Showers account for nearly 17% of all household water usage and last, on average, about 10 minutes. The Association of California Water Agencies and The California Department of Water Resources’ website, SaveOurWater.com, suggests taking a 5 minute shower instead of a 10 minute shower in hopes of saving between 12.5 – 25 gallons of water per shower. To help drive awareness for water conservation, Pantene introduced the ShowerGlass Limited Edition, with innovative packaging and product technology designed to help consumers save water by taking shorter showers. Read more…

THE SOLUTION:
To help drive awareness for water conservation in Southern California, Pantene introduced the ShowerGlass Limited Edition in November 2016 at Vons Supermarket locations in Los Angeles, with innovative packaging and product technology designed to help consumers save water by taking shorter showers. Each shampoo within this new line featured a five minute hour glass timer designed to help consumers clean and condition their hair faster. Simply flip over the shampoo bottle with the ShowerGlass to indicate when you should end your shower.

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Execution + New Formula

First, a brilliant five-minute glass timer designed to help us clean and condition our hair faster. Simply flip over the shampoo bottle with the ShowerGlass to indicate when you should end your shower. The silica band is transferable and reusable on all Pantene Pro V 12.6oz bottles. Second, an innovative reformulation designed to help wash hair quickly with shampoo that lathers quickly and rinses out immediately, and conditioner that spreads easily across hair and instantly rinses out, for a silky, smooth feel.

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Results

THE RESULTS:
• Secured 130.3M+ impressions and reach 211.8M+ consumers on social, inspiring them to make a difference on an issue facing Southern California
• Generated 2.2M+ engagements from consumers via “likes” and comments about the initiative, showing the program resonated well with consumers.

Credit

Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
Design Director: Moses Kelany
Sr. Producer: Owen Bly
Director of Client Services: Ryan Toland
Account Director: Nidhi Chinai