Head & Shoulders - "Salma Dry Scalp"

Saatchi & Saatchi

Saatchi & Saatchi London, Reino Unido

7649

Título	Salma Dry Scalp
Agencia	Saatchi & Saatchi
Campaña	Head & Shoulders - Procter & Gamble
Anunciante	Procter & Gamble
Marca	Head & Shoulders
Fecha de primera difusión/publicación	2002 / 1
Producto	Soothing Shampoo
Sector Empresarial	Champús y acondicionadores
Filosofía	The campaign consisted of three sequential, creative phases- a conceptual loyalty drive, 'Stay Faithful', and two variant focused legs, Dry Scalp and Citrus Fresh. The key objective of the campaign was to grow market share in Western Europe, by adopting a more beauty inspired approach to move Head & Shoulders from a clinical, niche positioning to that of a mainstream shampoo brand. Specific goals were to attract new users, maintain a strong superiority on dandruff (and the current user base), and to address the negative image associated with the brand.
Medio	Televisión
Duración	20 seconds
Actor /Celebridad	Salma Hayek
Global Equity Director	Bruno Duvillier
Director creativo	olga barr
Director de cuentas	Gillian Milner
Responsable de cuentas de agencia	Carla Govindji
Responsable de cuentas de agencia	Charlie Finnigan
Director de publicidad	Zaid Al'Qassab
Associate Marketing Director	Zaid Al'Qassab
Director de publicidad	Alexander Lacik
Brand Manager	Alexander Lacik
Director de publicidad	Tanya Siraa
Assistant Brand Manager	Tanya Siraa
Director de publicidad	Lindsay Smith
Assistant Brand Manager	Lindsay Smith