Campaign details

Brand: Head & Shoulders
Brand owner: Procter & Gamble
Lead agency: MediaCom
Country: Poland
Industries: Hair care
Media channels: Online display, Online video, Social media, Television
Budget: Up to 500k

Executive summary

Head & Shoulders has a problem with women, not just in Poland but globally. Women think that because of its anti-dandruff function, it will be too harsh on their hair, so they don't buy it.

It's not true, but the perception is hard to shift, which leaves Head & Shoulders with a very male skew to its user base, with 75% of its users being men.

We saw this as a huge opportunity, because we believed that if we could persuade enough women to try Head & Shoulders just once, they would switch brands. But, given the scale of the objections to the brand we needed to do more than just offer sampling opportunities.