THE CAUSE:
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.
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.
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.
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.
Positive comments received on social media include:
– “Keep conserving that water!”
– “What an amazing campaign!”
– “It’s so important for all of us to do our part and what we can to help ”
We’ve also received several inquiries asking if we will expand to other areas in Southern California, such as San Diego.
MOVING FORWARD:
With record rainfall in February 2017, Californians should not revert to “water-wasting ways.” In part because of climate change, and in part because of greater demands on water. One wet year is not a drought buster. Proctor & Gamble is one of many businesses that have responded responsibly to the past drought emergency and will continue to create awareness on the importance of water conservation.
The ShowerGlass Limited Edition packaging was featured on the following Pantene shampoos:
Pantene Pro-V Classic Clean Shampoo (12.6 OZ)
Pantene Pro-V Classic Clean 2 in 1 Shampoo & Conditioner (12.6 OZ)
Pantene Pro-V Repair & Protect Shampoo (12.6 OZ)
Pantene Pro-V Ultimate 10 Shampoo (12.6 OZ)
Pantene Pro-V Nature Fusion Smoothing Shampoo (12.6 OZ)
Pantene Pro-V Beautiful Lengths Shampoo (12.6 OZ)
Pantene Pro-V Radiant Color Shine Shampoo (12.6 OZ)
Pantene Pro-V Radiant Color Volume Shampoo (12.6 OZ)
Pantene Pro-V Curl Perfection Shampoo (12.6 OZ)
Pantene Pro-V Daily Moisture Renewal Shampoo (12.6 OZ)
Pantene Pro-V Damage Detox Shampoo (12.6 OZ)
Pantene Pro-V Sheer Volume Shampoo (12.6 OZ)
Pantene Pro-V Sheer Volume 2 in 1 Shampoo & Conditioner (12.6 OZ)
Pantene Pro-V Full & Strong Shampoo (12.6 OZ)
Pantene Pro-V Nature Fusion Moisturizing Shampoo (12.6 OZ)
Pantene Pro-V Breakage Defense Shampoo (12.6 OZ)
Pantene Pro-V Smooth & Sleek Shampoo (12.6 OZ)
Designed by: Moses Kelany, USA.