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 get way out of hand.

Ads showing dandruff did nothing to convince them to change this, so we scratched that narrative went after the pesky problem that bothered them the most: scalp itch.

We created an annoying son of an itch named Dan Druff—Australia’s itchy scalp problem personified. The only way to silence him? Head and Shoulders!

Problem...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands