Titulo | Citrus Fresh |
Agência | Saatchi & Saatchi |
Campanha | Head & Shoulders - Procter & Gamble |
Anunciante | Procter & Gamble |
Marca | Head & Shoulders |
Posted | Setembro 2003 |
Produto | Citrus Fresh Shampoo |
Sector Empresarial | Shampôs e amaciadores |
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 de Mídia | Imprensa e publicações |
Global Equity Director | Bruno Duvillier |
Director criativo | olga barr |
Director de contas | Gillian Milner |
Account Manager | Carla Govindji |
Account Manager | Charlie Finnigan |
Director de publicidade | Zaid Al'Qassab |
Associate Marketing Director | Zaid Al'Qassab |
Director de publicidade | Alexander Lacik |
Brand Manager | Alexander Lacik |
Director de publicidade | Tanya Siraa |
Assistant Brand Manager | Tanya Siraa |
Director de publicidade | Lindsay Smith |
Assistant Brand Manager | Lindsay Smith |