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