| Title | Cosmopolitan 2 |
| Agency | Saatchi & Saatchi |
| Campaign | Head & Shoulders Surprise Campaign - Procter & Gamble |
| Advertiser | Procter & Gamble |
| Brand | Head & Shoulders |
| Posted | May 2005 |
| Business Sector | Shampoos & Conditioners |
| Problem | The overall objective of the campaign was to address the preconception that Head & Shoulders is bad for hair, by effectively relaunching the brand with credible cosmetic (hair) as well as anti-dandruff performance. The campaign was framed within the big conceptual idea of 'Surprise' - Cosmopolitan has discovered a new secret to gorgeous hair. First, a Teaser phase with massive blind sampling was employed to create intrigue and excitement about the new beauty secret. A subsequent Reveal phase then named the 'new secret' as Head & Shoulders and further communicated the cosmetic benefits of the shampoo. |
| Media Type | Outdoor/Out of Home |
| Market | Spain |
| Creative Director | olga barr |
| Photographer | Stephan Ziehan |
| Art Director | olga barr |
More Work
SEE ALLCosmopolitan 1
- BRAND:
- Head & Shoulders
- AGENCY:
- Saatchi & Saatchi
Surprise
- BRAND:
- Head & Shoulders
- AGENCY:
- Saatchi & Saatchi
Teaser 1
- BRAND:
- Head & Shoulders
- AGENCY:
- Saatchi & Saatchi
Teaser 2
- BRAND:
- Head & Shoulders
- AGENCY:
- Saatchi & Saatchi
Teaser 3
- BRAND:
- Head & Shoulders
- AGENCY:
- Saatchi & Saatchi