{"id":6801,"date":"2019-03-22T10:52:11","date_gmt":"2019-03-22T14:52:11","guid":{"rendered":"https:\/\/dev2.worldscreen.com\/tvformats\/endemol-shine-group-partners-pantene-branded-content-deal\/"},"modified":"2019-03-22T10:54:40","modified_gmt":"2019-03-22T14:54:40","slug":"endemol-shine-group-partners-with-pantene-for-branded-content-deal","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/","title":{"rendered":"Endemol Shine Group Partners with Pantene for Branded Content Deal"},"content":{"rendered":"<p>Endemol Shine Group has entered into a first-of-its-kind international branded content deal with Pantene for Brazilian reality format <em>Cabelo Pantene, O Sonho<\/em>.<\/p>\n<p>Created by Endemol Shine Brazil, <em>Cabelo Pantene, O Sonho<\/em> is a multiplatform reality show that seeks to find Pantene\u2019s new brand ambassador. The show has aired two four-episode seasons in partnership with Grey Brazil so far. The format has also sold to Portuguese broadcaster TVI for a local production of the show, which will be produced by Endemol Portugal.<\/p>\n<p>The reality show features people from all walks of life living in a house together and undertaking various challenges to test their full hair potential. It asks participants to tell their story and express their identity through their hair. Winners will become the Pantene Hair Ambassador and win a \u20ac10,000 prize.<\/p>\n<p>In Portugal, host Leonor Poeiras and model Lu\u00eds Borges will be the faces of the show. The competition will air on TVI for four episodes and be accompanied by a strong multimedia campaign on Pantene\u2019s website and across YouTube.<\/p>\n<p>Lisa Perrin, CEO of creative networks at Endemol Shine Group, said: \u201c<em>Cabelo Pantene, O Sonho<\/em> is a fantastic multiplatform series that authentically builds Pantene\u2019s brand values into the show whilst remaining entertaining and relevant to the audience. We believe this deal could present further branded content opportunities and that the format\u2019s 360-degree approach is key to engaging with the younger audience. This show has been a proven success in Brazil and with a reality competition at its heart we see great potential internationally, starting with Portugal.\u201d<\/p>\n<p>Macarena Rey, CEO Endemol Portugal, said: \u201cFollowing the show\u2019s huge success in Brazil, we saw an opportunity to offer Pantene a fantastic proven hit to reach new consumers in Portugal. At the same time, TVI was looking for branded content that could live across multiple platforms to engage younger audiences. We are looking forward to combining the great stories from the contestants with the latest beauty trends in this new show for iconic brand Pantene.\u201d<\/p>\n<p>Juliana Alga\u00f1araz, CEO of Endemol Shine Brazil, added: \u201cWe are very proud to combine branded and entertainment into a successful formula that remains relevant and engaging whilst remaining true to the core brand values of Pantene. The show has not only been a hit here in Brazil, and we\u2019re excited that the format is now traveling internationally with this deal in Portugal.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Endemol Shine Group has entered into a first-of-its-kind international branded content deal with Pantene for Brazilian reality format Cabelo Pantene, O Sonho.<\/p>\n","protected":false},"author":1049,"featured_media":6802,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":0,"footnotes":""},"categories":[69],"tags":[1653,375,1654],"class_list":["post-6801","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-cabelo-pantene-o-sonho","tag-endemol-shine-group","tag-tvi","pmpro-has-access"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Endemol Shine Group Partners with Pantene for Branded Content Deal - TVFORMATS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Endemol Shine Group Partners with Pantene for Branded Content Deal - TVFORMATS\" \/>\n<meta property=\"og:description\" content=\"Endemol Shine Group has entered into a first-of-its-kind international branded content deal with Pantene for Brazilian reality format Cabelo Pantene, O Sonho.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/\" \/>\n<meta property=\"og:site_name\" content=\"TVFORMATS\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-22T14:52:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-03-22T14:54:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvformats\/wp-content\/uploads\/sites\/10\/2017\/07\/Enedemol-Pantene-Brazil-0319.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alison Skilton\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alison Skilton\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/\",\"url\":\"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/\",\"name\":\"Endemol Shine Group Partners with Pantene for Branded Content Deal - TVFORMATS\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#website\"},\"datePublished\":\"2019-03-22T14:52:11+00:00\",\"dateModified\":\"2019-03-22T14:54:40+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#\/schema\/person\/f590d4d1481b8cce2a066e89197c7550\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/endemol-shine-group-partners-with-pantene-for-branded-content-deal\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvformats\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Endemol Shine Group Partners with Pantene for Branded Content Deal\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvformats\/\",\"name\":\"TVFORMATS\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvformats\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvformats\/#\/schema\/person\/f590d4d1481b8cce2a066e89197c7550\",\"name\":\"Alison Skilton\",\"description\":\"Alison Skilton is an associate editor of World Screen. 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