P&G unveils new shampoo strategy

Head & Shoulders has unveiled its latest campaign in China, 'Reborn', which signals a major strategic shift for the brand.

The new positioning for the P&G shampoo was heralded by teaser print and TV ads showing a cocoon that slowly unravelled in successive ads to reveal a beautiful young woman with butterfly wings. Notably absent from the new executions are the product demos, science, side-by-side comparisons and before and after stories that typified Head & Shoulders advertising in China, explained JC Catibog, regional director for the agency that developed the ads, Saatchi & Saatchi.

"We wanted the brand's story to move from 'liberation from problems', to renewal, empowerment and rebirth," he said.