AUSSIE // “GET UNFAIR HAIR.”
Until recently, Aussie Haircare was known for little more than a fuzzy kangaroo mascot and the color purple.
We changed that with the 'Get Unfair Hair' campaign, by developing a truly integrated effort featuring online video, print, out-of-home, and social activation.
PROBLEM: P&G Aussie's sales were declining. Their brand voice was feeling muddied and their look dated. They needed a reinvention.
SOLUTION: We tapped into Aussie's target demo of the busy mom. She needed something that gave her amazing hair for not so much time or money. Something so easy, it felt unfair. We birthed GET UNFAIR HAIR, a direct insight into the fact that Aussie products are so easy and time-saving, it seems a little unfair. Furthermore, we honed in on exactly what makes Aussie unique: the beach. Black and white photography. Carefree beautiful hair.
By owning the beacon. we gave Aussie their white space in a very tangled category. Our Aussie surfer girl is carefree, cheeky, and gorgeous. Something any woman aspires to.
The results were astounding: brand linkage on Aussie came in at 92%.
Digital Video “The Ultimate Quickie”
.COM MARQUIS
Campaign Activation - Chicago, IL
