This Pantene campaign is the epitome of pure adorability. The marketing initative taps an Instagram-famous baby who has gained social recognition for having a wildly lush head of hair — for a toddler.
The young personality is reachable on social media through the @babychanco account. The little girl appears alongside Sato Kondo who is a Japanese television presenter and "has garnered her own cult following in the country for her natural gray hair."
The Pantene campaign is a great example of how brands tap social phenomenons and influencers to capture consumer attention. In this case, Chonco and Sato Kondo are an ideal blend for a hair product marketing initative due to their unique personal attributes.