Publicis Groupe brokers a sponsorship between Pantene and the Matildas, launching the second ‘Ribbon of Strength’ campaign

Proctor & Gamble’s Pantene has engaged Publicis Sport & Entertainment to broker a two-year sponsorship with the Westfield Matildas for the 2020 Tokyo Olympic Games.

The campaign announcing the partnership sees the second iteration of the ‘Ribbon of Strength’, a hair ribbon emblazoned with messages of self empowerment. The ribbon sets up an initiative to encourage all women to overcome their fears, find their inner strength, and actively participate in sport.

The ad stars Matildas players Ellie Carpenter and Katrina Gorry.

Pantene’s ‘Ribbon of Strength’ campaign, was devised by Publicis agencies Herd MSL, on the creative and PR, and Starcom, on the media.

The campaign was inspired by Pantene’s research which found that that 57% of females stop playing sport by the age of 24 due to self-doubt.

Jane Wecker, Pantene associate marketing director, said: “The Pantene Ribbon of Strength was created in a bid to inspire the future female sports stars of Australia, and ultimately get more women and girls participating in sports, which is why Pantene is delighted to be working with the FFA and the Westfield Matildas in their ongoing efforts to increase female excellence in sport. Through our sponsorship of the Matildas, we are proud to support the FFA’s Football Your Way program, which aims to increase female participation in football nationally.”

Michael Rebelo, CEO of Publicis Groupe ANZ, added: “The power of this campaign, and Pantene’s alignment with one of the most successful female sporting teams in Australia, highlights what can be achieved through true collaboration between agencies. As a Groupe, we have the ability to provide clients with best practice, end-to-end marketing solutions. This year’s expansion of Publicis Sport & Entertainment into the Australian market means we’re in an ever stronger position to help brands optimise their return from sponsorships; while also ensuring that such partnerships are most effectively integrated into a brand’s broader marketing strategy.”


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