CLIENT
Unilever
Jayme Jansky, Team Lead, Shopper Marketing
Samantha Conte, Associate Brand Manager
Shaun Smith, Sr. Brand Manager
AGENCY
Holly Meloy, Executive Vice President, Managing Director
Shari Rafferty, Senior Vice President, Account
James Phillips, Group Creative Director
Pamela Chupka, Vice President, Account
Tara Rossi, Vice President, Creative
Tachea Corbett, Vice President, Strategy
Ryan Agee, Associate Director, Media Strategy & Planning
Tara Mulligan, Manager, Digital Media Investment
James Mills, Associate Creative Director
Kayle Antony, Senior Designer
Lindsay Ruddy, Associate Creative Director
Jaaini Brinckerhoff, Account Supervisor
Julio Toainga, Project Manager
Jessica Hensley, Senior Art Director
Jessica Van de Loo, Art Director
Lauren Guididas, Senior Account Executive
Molly Barth, Junior Strategist
Mindshare
Mirum
United Entertainment Group
SUMMARY
Natural hair-care is a highly personal category, built on trust. To overcome a lack of credibility in their entry into this new category, Suave co-created their new natural hair line with REAL women. Suave Professionals for Natural Hair launched in the value channel, which over-indexes in Black shoppers, with the goal of connecting to an underrepresented segment. To build brand trust, we leveraged real influential women who “approved” our products in-store and online. Suave Professionals for Natural Hair saw a significant growth rate, exceeding forecasted weekly units per store.
