Project Info

Client: P&G – Herbal Essences and Pantene

Task: Beach Plan

Timing: Summer 2009 – 2010 – 2011

About Project

Pantene and Herbal Essences have been the protagonists of the 2011 summer in 455 bathing establishments of central/northern Italy, from Lignano Sabbiadoro to San Benedetto del Tronto. RTR Sports Marketing planned and managed the Procter & Gamble’s Beach Plan, for the third year in a row.

Two big dispenser of shampoo and conditioner were placed in the shower area for each establishment involved in order to let women try the products and to increase the brand awareness. Due to the product sampling and its communication the number of contacts established during the forecast had been achieved.

The RTR tour managers monitored the activity for nine weeks, visiting each establishment selected and maintaining a constant supervision at every stage.