Rejoice: am/pm

Shampoo brand Rejoice used custom elevator posters and LCD screens to appeal to millennial women and regain market share in China.

Campaign details

Brand: RejoiceBrand owner: Procter & GambleLead agency: MediaComCountry: ChinaIndustries: Hair careMedia channels: Outdoor, out-of-homeBudget: 1 - 3 million

Executive summary

Rejoice is one of the earliest shampoo brand entrants into the China market. After more than two decades, and enjoying the most market penetration of any shampoo brand in China, Rejoice had started losing share in recent years. The challenge was that it lacked product innovation and its communications were monotonous, hence it was perceived as a 'mother's brand'.

Apart from losing share among millennials, there...

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