JOHNSON & JOHNSON

Starting a conversation with your hair for Pregaine

Imagine what your hair would tell you, if it could. Brilliant created an integrated campaign for Johnson & Johnson’s Pregaine shampoo range, with a far gentler formulation than other brands, which were harsher on hair. The campaign dramatised this key product, using the insight that ‘Your hair says a lot about you – what if it could talk?’ As well as ads and point of sale messages, a booth that analysed hair was proposed to get customers talking too.