Procter & Gamble: Annoying the itch out of Aussies

Anti-dandruff shampoo Head and Shoulders tackled its unrealised market potential in Australia with a campaign that personified the annoyance of an itchy scalp.

Campaign details

Entrant company: PUBLICIS ONE, Singapore

Why is this work relevant for Strategy & Effectiveness?

Here’s a head-scratcher: 63% of Australians have scalp issues, but sufferers don’t reach for Head and Shoulders until their dandruff flakes...

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