Head & Shoulders: 100% Kosher Head & Shoulders

This case study details how Head & Shoulders, an anti-dandruff shampoo brand, grew its shares in Israel by associating with the religious festival of Passover.

P&G Israel: 100% Kosher Head & Shoulders

Agency: Mediacom Connections Israel

Background:

Head & Shoulders is the best-selling shampoo in Israel, nevertheless its potential for growth is still huge:

  • 50% of Israelis will suffer from dandruff at one point or another in life.
  • Head & Shoulders is widely considered amongst both users and non- users as the best solution available to tackle dandruff.

So how can we tap into this huge potential and further increase penetration of Head & Shoulders?

Challenge:

When talking to consumers we realized that driving further growth IS a challenge. When you have dandruff, it's difficult...

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