Título | Citrus Fresh |
Agencia | Ketchum Life |
Campaña | Head & Shoulders - Procter & Gamble |
Anunciante | Procter & Gamble |
Marca | Head & Shoulders |
Posted | Septiembre 2003 |
Producto | Citrus Fresh 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 | Relaciones públicas |
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 |