Building Cred-Stock for VO5 Extreme Style 2004-2011 (2012)
Campaign: Building Cred-Stock for VO5 Extreme Style 2004-2011
Brand: VO5 Extreme Style
Entrant: Euro RSCG London
Principal Authors: Rebecca Moody - Euro RSCG London, Andrew Quin - Euro RSCG London
Contributing Authors: Diana Caplinska - Euro RSCG London, Jonathan Fox - Holmes & Cook
Credited Companies: Unilever - Client, Euro RSCG London - Creative Agency, Holmes & Cook - Econometric modelling agency
Since the birth of the teenager in the 1950s, males have rebelliously used their hair to create their identity, stir the envy of peers, parental scorn and to get the girl. This paper tells how communications have helped VO5, an established ladies’ hair care brand, to win over 16-24-year-old lads, build ‘cred-stock’ for VO5 Extreme Style, and become the number one hair styling range for men in the UK. Since 2004 the ‘Break the mould’ campaign has remained consistent with its message, whilst reinventing itself with new settings, music tracks and funky hairstyles. It has generated a payback of £1.75 for every £1 spent on advertising.
This brand took the brave decision to reposition itself to appeal to a different audience without isolating their core female customers. The judges liked how the insight was tied closely with the choice of channels.