Dandruff shampoos have used one consistent pitch through the years: the embarrassment of flaky scalps and the unsightly fallout that tends to end up on shoulders.
And they've been telling people for years where the problem begins.
But an agency in Argentina has figured out a way to make the message all that much more powerful, by actually showing people the very root of the problem, literally.
They've come up with an in-store campaign in Wal-Mart outlets this month for Head & Shoulders that uses a camera to capture the top of customers' heads as they stand at the counter.
Looking up, they can see the tops of their heads on a large screen and whether there's any loose, scaley skin about ready to tumble onto their shoulders.
Talk about impulse buys. Right under the screen is the logo for Head & Shoulders, just in case there's any unsightly dandruff that's come into view, and lots of bottles of the shampoo in easy reach.
"The camera shows consumers an image that has always been there, but one
they might not be used to seeing," says Josefina Scasso of Del Campo
Nazca Saatchi & Saatchi, the agency that put together the campaign.
"This allowed consumers to confirm if their scalp was dry or if they had
dandruff right in front of the whole Head & Shoulders line."
The in-store element is part of a larger campaign for the shampoo that includes print, internet and traditional outdoor media. After this initial one-month run, the Point of View ad, as it’s called, will be rolled out in other regions around Argentina.
