Turning a category on its head
How did we ensure a new head llice treatment brand completely redefined its category? By reimagining head lice treatment.
This was the first licensed non-pesticide head lice treatment.
We faced negative category norms - existing brands' comms were problem-focused and all about lice infestations and laborious combing.
So we needed consumers and trade to see Hedrin differently - as a visionary brand that would revolutionise head lice treatment.
Focussed on emotions around the positive outcome of treatment.
We made Hedrin the brand that gets kids back to what they do best - having fun.
Injected personality and humour into a downbeat category.
Reinforced this with a channel strategy that saw us advertising in unexpected places, where parents would take their kids to have fun.
Shot to market leadership within three months and remains number one brand to-date, with a dominant 36% value share. (IRI, 52 wks to 28 Nov)
“Discovering head lice for the first time can be quite emotional for parents and before Hedrin came along, treating them was pretty traumatic too. Bray Leino created a campaign that injected the brand with a touch a humour, making customers feel better. The media team found surprising ways to reach our audience with their selections, where kids love to have fun. As a result, the brand is rightly No.1.”
Caroline Wheeler, Marketing Manager