Bruno Duvillier
London, United Kingdom
TitleStay Faithful
Agency
Campaign Head & Shoulders - Procter & Gamble
Advertiser Procter & Gamble
Brand Head & Shoulders
Tagline For Dandruff Free Kissable Hair
Philosophy The campaign consisted of three sequential, creative phases- a conceptual loyalty drive, 'Stay Faithful', and two variant focused legs, Dry Scalp and Citrus Fresh.
The key objective of the campaign was to grow market share in Western Europe, by adopting a more beauty inspired approach to move Head & Shoulders from a clinical, niche positioning to that of a mainstream shampoo brand.
Specific goals were to attract new users, maintain a strong superiority on dandruff (and the current user base), and to address the negative image associated with the brand.
Media Type Television
Length
Other
Creative Director
Account Director
Account Manager
Account Manager
Advertising Manager
Other
Advertising Manager
Other
Advertising Manager
Other
Advertising Manager
Other

People related to this work

Related Ads

Trending

Get your Talent Profile
for free and Become a Member of AdForum

Get Started