BACKGROUND_
Dry shampoo was created back in the 70s as a replacement for talcum powder for refreshing hairstyles. Although Batiste is the number one dry shampoo brand in the UK and growing strong internationally, the same cannot be said for its presence in Singapore. Reason being, many perceived dry shampoo as not thorough in its “cleaning process”; hence the lack of usage and unpopularity in Singapore.
CHALLENGE_
Batiste is an expert in in-between wash hair. It wants to dispel the impression of dry shampoo as ineffective and it being more suitable for those who are lazy. It wants to reposition itself as a fashion-led brand, utilising trends to ensure that it has a strong
brand loyalty in Singapore. So how can the series of print advertisements using only visual metaphors accomplish all these, whilst clearly demonstrating the full potention of the product?
INSIGHTS_
- Hassle Free
- Easy to use and Convenient
- Refreshed hair = Boost self-confidence
- "My hair is so oily, I can fry an egg! (or deep fry chicken wing maybe?)"
THE BIG IDEA_
WIPE AWAY THE
ACTIVE GERMS SIMPLY
AND CLEANLY.
CREATIVE STRATEGY_
INSPIRES EMPATHY + STORYTELLING
Series of Print ad shows before the use of Batiste (negative impact); where the hair condition is so bad that the germs/bacteria are having activities in the hair. Empathy comes into play as Batiste is able to feel how the consumers feel, it’s as though their hair is so oily, that the germs can have a cook out.
In addition, with the use of visual metaphor, oily to relate with cook out, dirty with baking and dry with desert/campfire (catching fire). With the active germs in play, a Batiste worker is on site, as a catalyst to bring in the unique selling point of cleaning your hair anytime in any dirty conditions right away.
Special Thanks to Cheryl for being a wonderful talent. :)
