With branded salt shakers in the design of a woman’s head, it is shown how unappetising dandruff is. When using the salt shaker, the salt grains stay on the shaker like dandruff on the hair. The target audience is asked to do something against this dramatic problem (stops it) and gets the solution through a Pantene Pro-V logo.

Our first idea was it to show that dandruff is unappetising. This guided us to the idea to let the promotion take place in restaurants and canteens. A look into the dining halls of restaurants led us to the dining tables and the one thing that stands on every one of them: the salt shakers and the salt grains, that always stay on the top of it. The idea was born to modify the salt shakers, let the guests feel the unappetising problem of dandruff and show them the solution of dandruff in the form of Pantenes Anti-Dandruff Shampoo.

No result available at this stage as the execution has just been launched and, thus, no surveys could take place yet.

Our creative execution has stopping power and involves the consumer in an unusual and primarily playful way. Dandruff is a sensitive issue and therefore an embarrassing problem for those who suffer from it. The execution dramatises the problem by pointing at it in a public place, making a solution even more urgent.