| 标题 | Stay Faithful Instore |
| 广告公司 | Saatchi & Saatchi |
| 广告战役 | Head & Shoulders - Procter & Gamble |
| 广告主 | Procter & Gamble |
| 品牌 | Head & Shoulders |
| Posted | 9月 2003 |
| 行业领域 | 洗发、护发用品 |
| 广告口号 | Stay Faithful |
| 哲学 | 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. |
| 媒体类别 | Packaging, Branding & Design |
| Global Equity Director | Bruno Duvillier |
| 创意总监 | olga barr |
| 客户总监 | Gillian Milner |
| 客户经理 | Carla Govindji |
| 客户经理 | Charlie Finnigan |
| 广告经理 | Zaid Al'Qassab |
| Associate Marketing Director | Zaid Al'Qassab |
| 广告经理 | Alexander Lacik |
| Brand Manager | Alexander Lacik |
| 广告经理 | Tanya Siraa |
| Assistant Brand Manager | Tanya Siraa |
| 广告经理 | Lindsay Smith |
| Assistant Brand Manager | Lindsay Smith |
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