Pantene is bucking the global strategy that Procter & Gamble outlined earlier this week by signing up Aussie model Robyn Lawley to front the brand in Australia.
Lawley, who is somewhat unfairly referred to as a “plus-size” model in the industry, will feature in TV ads, digital and social content and print ads.
The brand is also rolling out advertorials in print titles and the model will feature on the cover of Marie Claire as part of a partnership with Seven West Media.
Brand activity kicks off on 5 October in line with a new range of Pantene products hitting shelves.
P&G Australia, which is without a marketing/brand director for the time being, is flying in the face of comments from P&G's chief financial officer Jon Moeller that the firm is shifting its focus away from local brand ambassadors in each region in favour of global ambassadors that resonate in a number of territories to cut costs.
A source close to the business suggested that kind of global strategy just doesn’t work here. The parochial nature of the market means Aussies like Aussie faces and will give more support to brands fronted by local stars.
A spokeswoman for the brand in Australia wouldn't comment on the global strategy, but said Lawley was chosen for the brand because she "perfectly embodies the spirit of Australia".
Lawley was the first first "plus-size" model to be shot for Australian Vogue and the first to feature on the cover of Aussie fashion title Madison.
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