CLIENT
Unlilever
Stan Cook - VP, General Manager, Hair Care, US
Esther Lem - VP, NA Hair Category, Brand Development
Sarah Jensen - Hair Care Mktg. Director, Brand Building
Ami Striker - Suave Brand Development Director
AGENCY
Ogilvy & Mather, Chicago *Lead Agency
Joe Sciarrotta - Managing Director, Executive Creative Director
Nicole Apple - Partner, Mgmt. Supervisor
Donna Charlton-Perrin - Partner, Creative Director
Becky Getz - Sr. Partner, Group Acct. Director
Marcelle Saporta - Sr. Partner, Planning Director
Courtney Weinberg - Partner, Creative Director
OgilvyAction Chicago
Weber Shandwick, Chicago
Mindshare Chicago
SUMMARY
In 2007, Suave transformed itself from a value brand to a beauty brand loved by moms. When 89% of moms admitted they had let themselves go, Suave stepped in to help them get themselves back. With Suave's high performance beauty products, moms could indulge themselves and still buy the kids new shoes. Motherhood and beautyhood could, for the first time, co-exist. This was a win-win situation for moms and for Suave. The brand significantly outperformed sales goals, drove strong increases in equity scores and got key retailers to take notice.
