Head & Shoulders - "Stay Faithful Instore"

Saatchi & Saatchi

Saatchi & Saatchi London, Regno Unito

5574

Titolo	Stay Faithful Instore
Agenzia	Saatchi & Saatchi
Campagna	Head & Shoulders - Procter & Gamble
Cliente	Procter & Gamble
Marca	Head & Shoulders
Posted	Settembre 2003
Settore	Shampoo e balsamo
Slogan	Stay Faithful
Filosofia	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.
Tipo di Media	Packaging, Branding & Design
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