CASE STUDY 2010: Challenge
How do we re-introduce the pioneer of 2-in-1 shampoo and conditioner to today's consumers who are already overwhelmed by too many haircare choices?
Capitalize the 2-in-1 brand proposition in a downturn economy where back to family values and basics is not being addressed. Develop an upbeat, modern campaign, which emphasizes a quick and simple way to achieve great hair; feature dad as hero, a gentle nod to the current loyal consumer.
The Consortium - our former lives