| Titel | Salma Citrus Fresh |
| Agentur | Saatchi & Saatchi |
| Kampagne | Head & Shoulders - Procter & Gamble |
| Werbende | Procter & Gamble |
| Marke | Head & Shoulders |
| Posted | September 2003 |
| Produkt | Citrus Fresh Shampoo |
| Geschäftsbereich | Shampoos & Haarspülungen |
| Philosophie | The campaign consisted of three sequential, creative phases- a conceptual loyalty drive, 'Stay Faithful', and two variant focused legs, Dry Scalp and Citrus Fresh. The key objective of the campaign was to grow market share in Western Europe, by adopting a more beauty inspired approach to move Head & Shoulders from a clinical, niche positioning to that of a mainstream shampoo brand. Specific goals were to attract new users, maintain a strong superiority on dandruff (and the current user base), and to address the negative image associated with the brand. |
| Medientyp | Fernsehen |
| Länge | |
| Schauspieler | Salma Hayek |
| Global Equity Director | Bruno Duvillier |
| Creative Director | olga barr |
| Etatdirektor | Gillian Milner |
| Kundenbetreuer | Carla Govindji |
| Kundenbetreuer | Charlie Finnigan |
| Werbeleiter | Zaid Al'Qassab |
| Associate Marketing Director | Zaid Al'Qassab |
| Werbeleiter | Alexander Lacik |
| Brand Manager | Alexander Lacik |
| Werbeleiter | Tanya Siraa |
| Assistant Brand Manager | Tanya Siraa |
| Werbeleiter | Lindsay Smith |
| Assistant Brand Manager | Lindsay Smith |
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