AGENCY
Saatchi & Saatchi Singapore *Lead Agency
1. Jordan Price - Regional Head of Planning
2. Ajay Vikram - Chief Creative Officer
3. Penny Sadlier - Vice President
4. Abhinit Agarwal - Planning Director
5. Kelvin Wang - Strategic Planner
6. Sarah Ko - Group Creative Director
7. Sheila Gonzales - Associate Creative Director
8. Josh Galvez - Senior Art Director
9. Neha Bhayana - Group Account Director
10. Pattira Kietivanichanon - Executive Producer
Starcom Sydney
Herd MSL
Truce Films
SUMMARY
Despite Head & Shoulders being Australia’s leading anti-dandruff shampoo, young Aussie Dandruff Sufferers were rarely using it.
We aimed to dramatically increase Head & Shoulders sales and share in overall Australia’s haircare category by making it an integral part of Aussies’ day-to-day lives.
To achieve that, we pivoted from the final dandruff symptom of flakes to the early symptom of annoying scalp itch.
Our efforts led to massive increase in brand’s sales, sales value & volume share in haircare category, brand awareness and purchase intent scores.
