|Agency||Saatchi & Saatchi|
|Campaign||Head & Shoulders - Procter & Gamble|
|Advertiser||Procter & Gamble|
|Brand||Head & Shoulders|
|Business Sector||Shampoos & Conditioners|
|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.
|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|
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