head & shoulders

STEAL YOUR MAN’S SHAMPOO - When surveys showed that women in Poland buy Head & Shoulders for their husbands (never themselves) we decided to influence them to sample it first. Since Robert Lewandowski was already established as the brand’s ambassador, we used his wife, Anna Lewandowska, to convince women to steal their man’s shampoo.

The campaign was very effective and increased brand’s revenue. It won silver at the EFFIE Awards in Poland.

bumper ad

outdoor

Two large posters in an indoor public space advertising Head & Shoulders shampoo, featuring a man in a blue jersey and a woman in a blue shirt. The left poster highlights hair benefits with text, and the right promotes stealing a man's shampoo

banners

Advertisement featuring a man in a blue sports jersey, a woman holding a head & shoulders shampoo bottle, and another woman holding the same shampoo bottle with a finger to her lips, with text promoting hair and shampoo benefits.
Advertisement for Head & Shoulders shampoo featuring a man with brown hair, wearing a blue shirt, with the text promoting 'beautiful hair up to 100% flake free.' On the right, there's an image of the shampoo bottle with splashing water. To the right, a woman with long brown hair, wearing a blue top, poses with her finger on her temple, next to another Head & Shoulders ad.
Three panels featuring women holding Head & Shoulders shampoo bottles. The first panel highlights hair being free of flakes, with a man in a blue sports jersey. The second panel shows a woman presenting the shampoo, and the third panel has a woman with a finger on her lips, suggesting secrecy, with the slogan 'Steal your man's shampoo'.

print

Two women holding Head & Shoulders shampoo bottles, one with a calm expression and finger on lips, the other smiling widely, both wearing blue shirts against a bright background. The left ad promotes shampoo to impress a partner, and the right ad emphasizes beautiful hair, with text and branding for Head & Shoulders.

Once Anna Lewandowska joined her husband as a Head & Shoulders ambassador, she started promoting a product line designed specifically for women.

A promotional webpage for Head & Shoulders shampoo featuring images of people with healthy hair, including a woman holding a shampoo bottle, shirtless men with styled hair, and quotes from users praising the product, with a clean, bright design and a large headline emphasizing the shampoo's effectiveness.
Advertisement for Head & Shoulders shampoo showing a woman with long, wavy brown hair holding a bottle of shampoo. Text highlights the product's effectiveness in providing beautiful, flake-free hair.
Advertisement for Head & Shoulders shampoo showing a smiling man with brown hair and a smiling woman with dark brown hair, bottles of Head & Shoulders shampoo amid water splashes, and text highlighting benefits like flake-free hair and a new formula.