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Pantene In 1990, Procter & Gamble Taiwan launched a new advertising campaign surrounding its new Pantene Pro-V formula, A__________________ and P&G's 2-in-1 technology. Pantene Pro-V was first introduced in Taiwan and a year later in the US and globally. Research results, B______________________, led P&G to hypothesize that health positioning might provide the basis for a new worldwide hair care franchise. The research indicated that: Women believed the ideal standard for hair is "healthy". Women considered C_______________ and believed that shine signaled health. Pro-vitamin formulation provided real support for claims. Advertising was developed around a health positioning and customized D___________________ with the tag line, "Hair So Healthy It Shines." The new product, Pantene Pro-V was introduced in newly designed cylindrical shaped bottles. There were four lead countries E___________________: the United States, Taiwan, France and the United Kingdom. Each communicated a different piece of the strategy and execution elements.
By 1994, following its launch in 55 countries, Pantene was the number 1 hair care brand around the world F_________________ $1 billion. Two years later it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries.
1. at the local level
2. compiled from markets around the world
3. with sales reaching over
4. their own hair damaged
5. dramatized the vitamin capsule ingredient story
6. a combining of Pantene's vitamin formula
7. involved in Pantene's Pro-V launch
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