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!


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