Title | Citrus Fresh |
Agency | Ketchum Life |
Campaign | Head & Shoulders - Procter & Gamble |
Advertiser | Procter & Gamble |
Brand | Head & Shoulders |
Posted | September 2003 |
Product | Citrus Fresh Shampoo |
Business Sector | Shampoos & Conditioners |
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 | Public Relations |
Global Equity Director | Bruno Duvillier |
Creative Director | olga barr |
Account Director | Gillian Milner |
Account Manager | Carla Govindji |
Account Manager | Charlie Finnigan |
Advertising Manager | Zaid Al'Qassab |
Associate Marketing Director | Zaid Al'Qassab |
Advertising Manager | Alexander Lacik |
Brand Manager | Alexander Lacik |
Advertising Manager | Tanya Siraa |
Assistant Brand Manager | Tanya Siraa |
Advertising Manager | Lindsay Smith |
Assistant Brand Manager | Lindsay Smith |