Aussie to the rescue

Aussie is a hair care brand and its new "Take the Heat" range was their first NPD launch in a while and they wanted to use it as a springboard to deliver double-digit growth.

Aussie to the rescue

Agency name: Ballistic Marketing Client name: Procter & Gamble Category: Integrated Communication

Aussie To The Rescue

BACKGROUND

Prior to Ballistic's ‘Aussie to the Rescue’ campaign, P&G had a very successful year breaking its share record and beating John Frieda on conditioner shares. Consequently P&G were looking to capitalise on even greater market penetration and share.

Aussie is a rising discovery brand that relies on below-the-line marketing/WOM to increase market share, brand awareness and sales.

Aussie wanted a campaign that was experiential at heart that delivered both awareness and engagement for the...

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