Ballerini quickly offers them with “a really nice damage repair conditioner,” adding, “it’s highly recommended.”
The hero ad, which launches today, intends to paint the legacy brand “in an authentic light,” Reiss said, to appeal to a broad swath of the population. A recent campaign with Alix Earle focused on Gen Z, as did competitor TRESemmé with influencer Paige DeSorbo. But Pantene is looking at a cross-generational audience with “Fixins for Country Fried Hair,” given Ballerini’s wide appeal.
The creative aimed to address hair damage “in a way that felt fresh, memorable, and true to real experiences,” according to Javier Bonilla, chief creative officer of P&G North America at Grey. “By tapping into Kelsea’s voice and persona, not just her celebrity, we created something that resonates with her fans and feels unmistakably authentic to who she is.”
Ballerini had considerable input in the work, Reiss said, adding creative ideas and personal touches. The shoot, which took place late last year, tricked out a now-shuttered Brooklyn restaurant with ‘50s memorabilia, including a classic jukebox spinning 45s.
Drug store renaissance
The campaign drops as drug store haircare products are having a renaissance. Industry watchers have pointed to the economy as one likely reason, as consumers watch their spending and trade down from pricey goods.
“Fixins for Country Fried Hair” says consumers can get the benefits of its Damage Repair Collection “without the $90 price tag,” positioning itself as more populist and affordable.
The brand doesn’t necessarily plan its advertising based on “seasonality,” Reiss said, but summer provided a strong hook, as consumers are attending music festivals and other events where they may be focused on “high-impact looks.”
