When a war party has captured one or more prisoners that cannot be taken away, it is the usual custom to kill them to break their heads with the blows of the tomahawk…When he has struck two or three blows, the savage quickly seizes his knife, and makes an incision around the hair from the upper part of the forehead to the back of the neck. Then he puts his foot on the shoulder of the victim, whom he has turned over face down, and pulls the hair off with both hands, from back to front….
Procter & Gamble’s Head & Shoulders dominated the Philippine market’s dandruff shampoo category for years. Until six months ago, when Unilever launched Clear Dandruff Shampoo with a full-blast multi-media campaign, signaling the beginning of a new leadership in the category.
Commissioning ABS CBN’s primetime draws—Bea Alonzo and John Lloyd Cruz –Clear posed a major threat to H&S. Bea and John Lloyd gained omni-presence. From MRT posts to gigantic billboards dotting the metropolis’ major thoroughfares. From pedestrian underpasses to bus stops. From major networks to the B-channels. From glossy mags to trashy tabloids. Every piece of tarpaulin screamed: Move over Angel and Richard! The newest flake-free team is on the block!
According to Gilbert Simpao, their research showed that 44 percent of Filipinos still suffer from dandruff.
“Seeing the opportunity, we positioned Clear as the superior and more effective solution to dandruff. Clear is the sexier alternative as the brand understands that being dandruff-free gives people the confidence to move closer. Clear was formulated after years of research in our Gloabal Hair Technology Center. It is the only brand endorsed by the International Academy of Cosmetic Dermatology based in the US.”
Since Clear acknowledges the fact that men are more prone to dandruff, Clear came up with a sub-range designed specifically for men. A clear manifestation of the brand’s understanding of the male consumer’s psyche and needs.
He quickly takes the scalp, gives the deathcry and flees at top speed.
Not to be outdone so easily, H&S retaliated with a hip 30-seconder featuring real-life sweethearts Anne Curtis and Sam Milby. With equally convincing endorsers, H&S was absolutely not taking any chances.
When a savage has taken a scalp, and is not afraid he is being pursued, he stops and scrapes the skin to remove the blood and fibres. Then he announces his valor with a deathcry.
But Clear was armed for an all-out war, delivering a hard blow with an ingenious hearts day promo. Dyll’s Black Valentine was hinged on the product benefit and scored maximum points with the market through the ethereal image of a black-clad, winged Piolo Pascual, who got the female viewers salivating. Clearly, the Black Valentine party was activation at its most effective,
“The event was well-received. It was a huge success! Our confidence to come closer proposition gained awareness no doubt. It generated publicity for the brand, especially since it was hinged on Valentine’s Day.
“The Clear launch was a 360 execution. Aside from the thematic campaign, we had front page PR in the major dailies, roving billboards, mall tours, internet and customized promotions in top retailers among so many things,” Gilbert adds. “It also didn’t hurt that our sleek, black packaging and collaterals established the premium image of the brand and was likewise, linked to our functional proposition.”
When prepared, the scalp is fastened to the end of a long stick, and carried on his shoulder in triumph to the place where he wants to put it. But as he nears each place on his way, he gives as many cries as he has scalps, to announce his arrival and show his bravery.
To date, Clear has a huge 15 percent of the whole shampoo category and has indeed, become the no.1 dandruff shampoo in the country, after just six months on the shelves. But let’s not forget that Procter & Gamble has what it takes to retaliate and reinstate Head & Shoulders back to no. 1 position. It wasn’t so long ago that Head & Shoulders sent Colgate Palmolive’s Gard ZO-7 shampoo to a slow but sure death.
