Title | Coverage in Vogue |
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 | Public Relations |
Market | United Kingdom |
Creative Director | olga barr |
Photographer | Stephan Ziehan |
Art Director | olga barr |