Seda: Natural recharge

This case study describes how Seda, a hair care brand, exchanged empty packaging for mobile phone credit, to gain consumer loyalty and preference in Brazil.

Seda: Natural recharge

Campaign details

Agency: JWTBrand: SedaAdvertiser: Unilever

Summary

The creation of a service to recharge connection with consumers, when the product ends

Every brand wants to command loyalty and drive preference. But how to do that in a highly competitive market, especially one where consumer behavior is outright promiscuous?

This case tells the story of how haircare brand Seda managed to stay relevant to its consumers, by going beyond hair talk. Instead of competing for attention by launching new products, the brand looked where no competitor looked before: an empty shampoo bottle.

Breaking...

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