Recipe

London

Identifying the inevitable disaster moments in life and softening the blow with great hair

The Challenge

Once an attitude-filled challenger brand, Aussie hair care had lost its way. Both sales and brand love were in decline. Aussie needed a makeover; a new, impactful, emotionally driven big idea that could put the brand back into both the Nation’s hearts and their shopping carts.


Our Spark

The thing about the hair-care market is that it is full of BS, saturated with products that don’t do what they claim and brands that imply they will make your whole life perfect. Unsurprisingly, 80% of people rely on them for self esteem...but really they are just products in a tube! So, in a modern world where brands live and die by their authenticity, we decided to bring back some brutal honesty. We re-focused only on what Aussie can control - fixing your hair problems - while simultaneously having fun with the bits Aussie couldn’t... your life problems.


The Campaign

Big changes in a brand’s fortunes need big, channel agnostic ideas, where each medium pulls hard in its own right. So that is exactly what we created. In an unashamed celebration of British self-deprecation, ‘Great Hair Though’ explains that just because our lives are perpetually a disaster, it doesn’t mean our hair has to be. Honestly, Aussie is great at fixing your messy hair, but your messy lives are up to you.


Results

  • Already arrested years of sales decline. 
  • Called out as Best-in-Class Creative by Exterion.

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Aussie Haircare

Identifying the inevitable disaster moments in life and softening the blow with great hair

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We'd love to chat

Recipe

020 7268 6440 ed@reci.pe