Pantene recently launched two very similar ads for their Custom Solutions Hair Products.
Both ads had the same voiceover, same visuals of the product, same customized shampoo by hair type, and the same graphics.
They differed only in that one ad featured a blonde and the other ad featured a brunette.
Opportunity:
The ad that featured the blonde scored significantly higher – do men prefer Blondes?
Results:
As it turns out, men did not prefer the blonde and rated both ads about the same.
Men were appreciative of the two beautiful women, regardless of hair color.
Women on the other hand, rated the ad with the blonde significantly higher than the ad with the brunette.
Ace Metrix identified that women were much more likely to prefer the “blonde” ad in enough time to allow Pantene to adjust their rotation in favor of the ad featuring the blonde.
