Wash&Go – Mum gets it again
Planned by: Elena lonita, Razvan MataselAgency: Leo Burnett, Target SA
SUMMARY
This paper illustrates the rollercoaster journey from a cliched haircare category promise to a proposition able to move hearts (and literally squeeze tears) while building one of the most valuable shampoo brands in The Balkans – Wash&Go.
After four years of profitably boring consumers with its scientific ingredients and irresistible price offers, Wash&Go was now forced to deal with so many 'me too' brands that finding an emotional and hard-to-copy promise became a must.
In the search for that emotionally...