Wash&Go Hair Care: Best from traditions

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Released:	June 2008
Avertiser:	Wash&Go
Brand name:	WASH & GO SHAMPOO
Agency:	LEO BURNETT & TARGET
Country:	Romania
Category:	Household maintenance & pet products
Awards:	Euro Effies 2008 Bronze
Tags:	Award show winner

Credits:

Agency: Leo Burnett & Target, Bucharest
Advertiser: Procter & Gamble
Brand: Wash&Go

Business Sector: Hair Care Products

A long time mid-tier leader, Wash&Go was under increasing pressure from the growing premium and budget tiers. In addition, at time of launch nettle as an ingredient was not new to the market and strongly represented in budget brands. The campaign aimed to increase volume sales by 25%, convert budget tier customers and establish product credibility.
Aimed at women in long-term relationships, the campaign focused on the nettle ingredient as a traditional beauty aid, humorously contrasted against often ridiculous traditional love charms.
Following the campaign, Wash&Go surpassed its volume objectives by 70% in its two top markets.