VO5 Extreme Style: Building cred-stock 2004-2011

Principal authors: Rebecca Moody and Andrew Quin, Euro RSCG London
Contributing authors: Diana Caplinska, Euro RSCG London; Jonathan Fox, Holmes & Cook

Since the birth of the teenager in the 1950s, lads have rebelliously used their hair to create their identity, stir the envy of peers, parental scorn and, above all, to get the girl.

How could an established ladies' haircare brand win over 16-24 year old lads? How did VO5 Extreme Style loosen the apron strings to become the No.1 hair styling range for men in the UK?

This paper tells how communications has successfully built 'cred-stock' for VO5 Extreme Style with a life-time revenue ROI of £1.75 to every £1 spent on advertising.

Building Cred-Stock for VO5 Extreme Style 2004-2011