When P&G bought Aussie haircare, it was a little-known ‘cult’ brand. We wanted to keep it looking and feeling like an ‘outsider’ brand, but build awareness and love for it big-time (without the budget for TV).
Thanks to this print, poster and underground/bus-card campaign – and of course, the brilliance of the product – Aussie soon became the fastest-growing conditioning brand in Europe. Currently, it’s the #1 conditioning brand in the UK.
Shine
Brief: Create ‘dazzle’ around Aussie’s 3 Minute Miracle Shine Collection.
Idea: Sunshine in a bottle from Aussie (who else?)
Limited Editions
People loved – and collected - Aussie’s special Limited Edition collections.
Below are just a few: The Aussieversary edition, the seasonal Summer edition, the ‘Street Art’ collection and Aussie’s Luscious Lightweights.
Big Packs
Brief: Launch larger-size Aussie bottles
Idea: Sometimes more is more
Misstache for Movember
Misstache for Movember campaign
