Head & Shoulders: Annoying the Itch Out of Aussies

Abhinit Agarwal, Jordan Price

Head & Shoulders, a shampoo brand, launched a campaign in Australia to dramatically increase brand sales and share in the overall haircare category by making it an integral part of Aussies’ day-to-day lives.

Campaign details

Brand: Head & ShouldersBrand owner: Procter & Gamble Entrant company: Saatchi & Saatchi, SingaporeIdea creation: Saatchi & Saatchi SingaporeMarket: AustraliaSector: Hair careMedia channels: Online video, Product Sampling, Television & Connected TVBudget: 1 - 3 million

Executive summary

Despite Head & Shoulders (H&S) being Australia’s leading anti-dandruff shampoo, young Aussie Dandruff Sufferers were rarely using it because dandruff was not a big deal for them.

Yet, we dared to take on the challenge to make young Aussies buy more H&S!

We aimed to dramatically increase H&S sales and...

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