Bruno Duvillier
Global Equity Director at Saatchi & Saatchi
London, United Kingdom
TitleStay Faithful
Agency
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.
Media Type Television
Length
Global Equity Director
Creative Director
Account Director
Account Manager
Account Manager
Advertising Manager
Associate Marketing Director
Advertising Manager
Brand Manager
Advertising Manager
Assistant Brand Manager
Advertising Manager
Assistant Brand Manager

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