A REAL HEAD-SCRATCHER IN AUSTRALIA

Head & Shoulders (H&S) isn’t just Australia’s leading anti-dandruff (AD) shampoo, it is the AD segment.

But while 63% of Australians suffered from scalp issues, H&S accounted for just 7% of the total haircare category. Aussies reached for H&S only when dandruff became visible. Once flakes vanished, they stopped using H&S.

With flat business and marketing metrics all around, H&S still had plenty of unrealized potential.

THE BRIEF

How do we convince Aussies not to wait for visible dandruff to use H&S?

OBJECTIVES

Business KPIs

Grow Brand Volume Sales and Share by 20% in the total haircare category; and

Grow Brand Value Sales and Share by 10% in the total haircare category.

Marketing KPIs

Grow TOM Awareness by 20% and Unaided Awareness by 5%;

Consideration by 2%;

Purchase Intent by 5%;

Brand Equity score on “Provides Superior Scalp Care” by 10%.