ADVERTISING WORK: Wash & Go
Posted by Raluca Turcanasu on / 0 Comments
Wash&Go was one of my favourite brands to work on during my time at Leo Burnett Romania. Because it used to have a genuine communication and we created ourselves a new opportunity to bring this genuinity back to the brand.
Wash&Go is another brand that develops its campaigns elsewhere and then only adapts the voice over to each market, hence lacking any local relevance & insight.
The Wash&Go target is quite a low-end one, that uses from generic brands to home-made soap to wash so choosing Wash&Go would be a quality leap for them.
Insight:
Women from the lower class stop taking good care of themselves after their first years of marriage, being overwhelmed with the hardships of life. They would like to still get compliments from their husbands, but that’s a bit difficult since they do not really pamper themselves.
Wash&Go could help them with that, through its main product attribute – volume hair.
So, we developed a campaign that focused on rekindling love stories between husbands. It featured love story advertorials, contests, in-store communication and the following TVC:
Tagline: My beautiful, will you dance?
Produced by Saga Film.
