From a business perspective, Sunsilk was aiming to penetrate a new segment of the market (color protection/ enhancement) while haloing back to help establish and drive the overall Sunsilk brand, which was still in its infancy. Overall, Sunsilk's goal was to penetrate the top tier of shampoo brands to compete with Fructis and Clairol Herbal Essences.

We launched a campaign designed to leverage insights around hair color. We wanted to ignite the cultural rivalry between blondes and brunettes and get girls to engage in a girl-powered catfight over color.

This was a true multi-channel idea designed to create a forum for girls to let it out. We used mass advertising, viral and digital to drive awareness and spark conversation, promotions and in-store and PR to educate, engage and drive trial. Everything drove to colorshowdown.com, which had lots of rich content to engage girls and spread the debate.