Pantene
The Brief: Pantene, as part of its larger sponsorship strategy, sought to align its brand with RuPaul’s Drag Race by celebrating individuality, confidence, and self-expression. The goal was to feature Pantene’s products in an empowering campaign that resonated with audiences and reinforced the brand’s values of inclusivity and beauty for everyone. Specifically, the campaign was tied to the Miss Congeniality segment, which highlights kindness, charisma, and positive representation—perfectly aligning with Pantene’s mission.
The Solution
Conceptualized a campaign featuring the Miss Congeniality winner, showcasing them as the epitome of grace and individuality while tying their personality to Pantene’s messaging of helping people feel beautiful and confident in their own skin.
Highlighted themes of self-care, empowerment, and acceptance in both the content’s narrative and visuals.
Crafted visually striking, culturally relevant content that featured the Miss Congeniality winner using Pantene products, demonstrating how they contributed to their signature style and confidence.
Produced content optimized for both linear broadcast during RuPaul’s Drag Race and digital platforms, ensuring broad audience reach.
The RESULTS
The campaign was a key component of P&G’s upfront sponsorship renewal, securing Pantene’s continued involvement with the RuPaul’s Drag Race franchise.
Garnered positive audience sentiment, with fans praising the brand’s commitment to empowering audiences and its alignment with RuPaul’s Drag Race.
Reinforced Pantene’s positioning as a brand that champions diversity and inclusion while maintaining a strong focus on quality and beauty.
Delivered a standout campaign that became a model for brand integrations with RuPaul’s Drag Race.