Pete Carter Comes Clean On Pantene’s ‘Super Bowl Spot Without The Super Bowl Buy’
P&G marketing director Pete Carter discusses the shampoo brand’s “unconventional” approach to its Effie award-winning “#DadDo” ad campaign.
As part of an ongoing series of podcasts with 2017 Effie-winning marketers, I spoke with Pete Carter, who, as marketing director at Procter & Gamble, heads up the Pantene business.
One aspect of the campaign Carter touched on is that they knew they had a powerful idea but were faced with logistical challenges in getting it in front of people during the advertising industry’s highest-profile extravaganza. Ultimately, Carter and Pantene went for it. Carter summed up how they arrived at their decision: “You know what? We’re going to do this … we’re just going to find a different way.”
They did find a way, and it paid off big. The “#DadDo” campaign took home a 2017 Effie.
Highlights from this week’s “Marketing Today” podcast include:
- A natural fit: An overview of Pantene’s “#DadDo” campaign. (1:53)
- Basing decisions on judgment, not data. (8:57)
- Carter defines marketing effectiveness: “When the consumer chooses our brand in preference to others. In other words: purchase.” (10:51)
- Why Carter “loves creative people and the way they think.” (17:07)
- An ongoing marketing challenge: “We have been susceptible to the shiny, new object.” (22:55)