Brand: Head and Shoulders
Lead Agency: MediaCom
In Vietnam, when heat & humidity reaches its highest levels during summer, dandruff becomes ubiquitous. It is the key period when Head & Shoulders needed to drive home its strong anti-dandruff credentials and get consumers to try out the brand. However, with Clear (Unilever) dominating television, we needed an alternative disruptive platform to connect with consumers. We needed to bring a behavioral change among dandruff deniers by making them face the reality that they have dandruff and then push trial for H&S as its effective solution.
Our target audience were young adults from 18-35 years old. A large majority of our consumers are dandruff deniers. 50% have dandruff but only 28% of them use an anti-dandruff shampoo. This group is a low hanging fruit because we believed that once they are faced with reality – that they have dandruff – they will look for solutions. This is the perfect window to push Head & Shoulders as the best anti dandruff shampoo.