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. |