Back To Black
Schwarzkopf - Henkel KGaA
Issue 6 | July 2008
Agency
Tribal DDB GmbH
Creative Team
Martin Drust - Executive Creative Director ;Carolin Meyke - Copywriter;Andrea Schlaffer - Art Director
Production Team
Kristina Olsson - Agency Production
Other Credits
Kristin Stöckert, Theresa Wimmer - Client Consulting
Date
April 2007
Background
The agency was asked to develop a marketing promotion for men with greying hair that would communicate the benefits of Schwarzkopf Re-Nature, arousing curiosity about the product and generating as many requests for Re-Nature samples as possible.
Idea
Re-Nature is a re-pigmentation cream that gradually restores the original colour to greying hair. The mailing focuses on this product benefit by visibly illustrating the process within the letter itself. The text starts off a barely legible faded grey, which gradually gets darker to become a strong black by the letter’s end. The effect not only highlights the renewed vibrancy of the hair’s appearance, but also dramatises the renewed confidence of its wearer.
Results
9.4% of recipients ordered a sample of Re-Nature by email.
Target Audience
Men with greying hair who attach importance to their appearance without being excessively vain and do not tend to colour their hair.
Our Thoughts
A clear and simple product demonstration with a massive promise in the copy. At a time when most clients are too cautious to make the mildest claim about their product, we have this: “Success is fantastic. Especially success with the women. I was really surprised when my new young co-worker stuck her business card in my windscreen and invited me to have a drink with her .... I will definitely not be having breakfast alone tomorrow.” Blimey. SH