Wash&Go – Best of Traditions

Wash&Go was the long-time mid-tier shampoo leader in the Balkans, but was finding itself competing with both a growing premium and lower tier market.

Wash&Go – Best of Traditions

Client: Procter & GambleBrand: Wash&GoCampaign: Best of TraditionsCategory: FMCG

SUMMARY

In 2007, Wash&Go, the long time mid tier shampoo leader, was competing in an overcrowded Balkans market where the middle priced shampoo tier was crushed between the stronger than ever premium tier, and the impressively large lower one. Wash&G