The drop that had everyone running to the drugstore.
CLIENT
Pantene
AGENCY
Grey New York
ROLE
Creative Director
PROJECT SCOPE
Social Campaign
PHOTOGRAPHER / DIRECTOR
Daria Kobayashi-Ritsch
In December, Alix Earle gave us the ultimate Christmas gift—an organic post about Pantene on TikTok. With none of her usual products on hand, she grabbed her mom’s expired bottle of Pantene—and her hair ended up softer than ever.
When the reigning queen of TikTok gives you a shoutout, you take action. So, we reached out to Alix and said, “If Pantene is that good expired, imagine it unexpired.” And the Alix Earle Unexpired Pantene Collection was born.
In December, Alix Earle gave us the ultimate Christmas gift—an organic post about Pantene on TikTok. With none of her usual products on hand, she grabbed her mom’s expired bottle of Pantene—and her hair ended up softer than ever.
When the reigning queen of TikTok gives you a shoutout, you take action. So, we reached out to Alix and said, “If Pantene is that good expired, imagine it unexpired.” And the Alix Earle Unexpired Pantene Collection was born.
Our goal was simple: get Gen Z to rethink Pantene. The idea? Launch the Alix Earle Unexpired Pantene Collection with a campaign as fleeting as a social media post—available for free for just 24 hours. We hit socials hard and took over the Oculus and Times Square in NYC to make sure no one missed it.
The response? Huge. In just 24 hours (with half of that spent sleeping), we saw:
✨ 50,000 product entries
👀 24 million views
❤️ 200,000 engagements
After the 24-hour drop, we shifted gears and sent everyone to their local stores to shop Pantene—because, after all, it’s the same iconic formula. And Gen Z showed up. TikTok was flooded with videos of empty shelves and sold-out Pantene at drugstores across the country.
