Campaign details
Brand: Head & ShouldersBrand owner: Procter & GambleLead agency: MediaComCountry: PolandIndustries: Hair careMedia channels: Online display, Online video, Social media, TelevisionBudget: Up to 500k
Executive summary
Head & Shoulders has a problem with women, not just in Poland but globally. Women think that because of its anti-dandruff function, it will be too harsh on their hair, so they don't buy it.
It's not true, but the perception is hard to shift, which leaves Head & Shoulders with a very male skew to its user base,...