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...