Campaign details

Brand: Head & Shoulders
Brand owner: Procter & Gamble
Lead agency: Saatchi & Saatchi Dubai
Contributing agency: Starcom Middle East
Country: Middle East & North Africa
Industries: Hair care
Media channels: Content marketing, Events & experiential, Online vdieo, Point-of-purchase, in-store, Social media, Television
Budget: 1 - 3 million

Executive summary

Context

Head & Shoulders, the number-one anti-dandruff shampoo brand in the region, had been losing market share for two years.

Objective

Most consumers use anti-dandruff shampoo occasionally as a quick fix – prioritising other beauty benefits. So, Head & Shoulders needed to bring its core equity, anti-dandruff, to top of mind.

Insight

Consumers in MENA, more than elsewhere, go to extensive lengths to achieve a good appearance. However, the impact of one flake of dandruff can be fatal in terms of their appearance and confidence. Thus dandruff was perceived as social suicide.

Strategy