REINVIGORATING AN AILING HAIR CARE CHALLENGER BRAND
What we loved
Taking an amusingly honest approach to hair care marketing that helped not only defy a category’s convention but breathed new life into a once loved but often forgotten brand.
How we got there
Hair care is full of massive over claims. Wonder treatments of chemicals that when squeezed out of a tube and spread into your hair can help you smash the meeting, nail the promotion, win the love interest all while being home in time for tea.
It is all BS though isn’t it, really? And unsurprisingly it wasn’t resonating with cynical UK consumers, who remembered Aussie from the heyday as a straight-talking Aussie brand famous for telling it like it is.
Our opportunity was to reconnect with our old audience by being more relatable and honest, and serving that up with a textbook dose of Aussie humour. We set out to show that our products can expertly sort out messy hair dramas, but for messy life dramas, you are on your own…
In short, life’s a mess…great hair tho’ – Aussie’s new creative platform.
WHAT IT CHANGED
6% sales increase YOY following the first year of the Great Hair Though platform.
6%
increase in sales
