Wash&Go – Best of Traditions

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market.

Wash&Go – Best of Traditions

Client: Procter & GambleBrand: Wash&GoCampaign: Best of TraditionsCategory: FMCG


In 2007, Wash&Go, the long time mid tier shampoo leader, was competing in an overcrowded Balkans market where the middle priced shampoo tier was crushed between the stronger than ever premium tier, and the impressively large lower one. Wash&Go chose to not follow other mid-tier players by launching premium ingredients-based variants, and chose instead to tackle the disproportionately large, yet hard to affect, low-tier segment through the introduction of a nettle-based variant: Wash&Go Reviva.

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