Sunsilk: Shampoo advertising – it's all in the air, not hair.
Campaign details
Brand owner: Unilever (Malaysia) Holdings Sdn. Bhd.Lead agency: Mindshare MalaysiaBrand: SunsilkCountry: MalaysiaIndustry Hair careMedia: Cinema, Integrated, Magazines - consumer, Other & ambient mediaBudget: Up to 500k
Executive summary
Challenge
Sunsilk was losing penetration in the Malay audience segment.
Insight
Major concern for Malay women is managing the dampness and sweaty odour inside the Tudung (a veil or a scarf) – hence manageable hair meant fragrant hair.
Strategy
We decided to focus on the shampoo...