Charlie Finnigan
Produtora at SomeSuch and Co.
London, Reino Unido
TituloSalma Citrus Fresh
Agência
Campanha Head & Shoulders - Procter & Gamble
Anunciante Procter & Gamble
Marca Head & Shoulders
PostedSetembro 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 Televisão
Comprimento
Actor/celebridade
Global Equity Director
Director criativo
Director de contas
Account Manager
Account Manager
Director de publicidade
Associate Marketing Director
Director de publicidade
Brand Manager
Director de publicidade
Assistant Brand Manager
Director de publicidade
Assistant Brand Manager

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