Wash&Go - Mum gets it again

Elena Ionita and Razvan Matasel

After four years of communicating to Romanian consumers its scientific ingredients and competitve price offers, Wash&Go was facing pressure from copycat brands and needed to find an emotional and distinctive promise and positioning.

Hair care
United Kingdom
Strategy

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...

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