Head & Shoulders has always been associated with people who have dandruff. Our objective was to flip that perception, so it becomes a badge of people who don’t.

Thereby shifting the consumer mindset from: “I use Head & Shoulders because I have dandruff” to “I don’t have dandruff because I use Head & Shoulders”.

We open on two guys in a locker room. One is surprised to discover his friend has a bottle of Head & Shoulders and says to him: “Head & Shoulders? I didn’t know you had dandruff?” His friend replies with a knowing smile: “I DON’T.”

We then follow our Head & Shoulders guy as he finds himself in a series of different film genres, in increasingly dramatic scenarios - yet every time the scene is somehow hijacked by Head & Shoulders and the resulting “I DON’T” catchphrase.

Our “I DON’T” campaign has brought much needed levity and entertainment to the anti-dandruff category across Europe. We’ve kept the Head & Shoulders product front and center without focusing on the problem and while making people feel good about buying the brand.

Within months of launch people were repeating our “I DON’T” catch phrase on Twitter and we received U.K. Advertiser of the Month (YouGov, August 2022). Within six months of launch, perceptions of Head & Shoulders as a brand that ‘helps me feel confident’ had shot up +26%. (P&G Brand Health Tracker metrics).