Wash&Go - Mum gets it again

After four years of communicating to Romanian consumers its scientific ingredients and competitve price offers, Wash&Go was facing pressure from copycat brands and needed to find an emotional and distinctive promise and positioning.

Wash&Go – Mum gets it again

Planned by: Elena lonita, Razvan MataselAgency: Leo Burnett, Target SA


This paper illustrates the rollercoaster journey from a cliched haircare category promise to a proposition able to move hearts (and literally squeeze tears) while building one of the most valuable shampoo brands in The Balkans – Wash&Go.

After four years of profitably boring consumers with its scientific ingredients and irresistible price offers, Wash&Go was now forced to deal with so many 'me too' brands that finding an emotional and hard-to-copy promise became a must.

In the search for that emotionally...

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