Silvikrin had an image problem in the UK. It had become known as the hair spray for the blue rinse brigade.
Working alongside P&G Europe we were charged with the task of eliminating these negative brand associations by appealing to a younger demographic, without alienating the core older users.
This was achieved with a TV sponsoring partnership with afternoon drama on Ch 5 to target the 40 – 60+ female audience.
The impact of the TV spots led to Jellygun being asked to develop a print execution linked to the TV campaign.
JELLYGUN HAS HELPED BOOST SALES OF ‘SILVIKRIN CLASSIC’. IT WAS THE ONLY P&G HAIR BRAND TO INCREASE ITS SALES BY 10% YEAR ON YEAR. QUITE AN ACHIEVEMENT.
THE “PREMIUM” SOLUTION
For the introduction of Silvikrin’s Premium product we developed a print campaign that could easily be differentiated from the Classic range while still maintaining the brand’s visual identity.
We partnered the heat protection duel benefit of the product with the impeccable style of Darcey Bussel, enlisting her as brand ambassador and utilising her high-profile role as a judge in the popular Strictly Come Dancing TV show.