Head & Shoulders Sub-Zero - Intense Cooling Relaunch

Key Visual / Creative & Design Direction / Brand Strategy / POSM / eCommerce Content Thailand, 2023 Zero media support. Limited sizes. Still H&S's 4th most productive variant. Sub-Zero just needed the right relaunch — mint leaves, ice cubes and a -5°C world that made 2X Cooler the only claim worth noticing in the aisle. Menthol shampoos account for over 61% of Thailand's anti-dandruff category volume, and Clear's Ice Cool Menthol had been the only real source of competitor growth for two years running. H&S Sub-Zero was perfectly placed to fight back — with a Double Menthol formula that clearly communicated a 2X Cooler benefit and stole incremental users from Clear and other menthol brands in the market. Three-Word Brief: Extra Cooling Efficacy. Red Thread: Icy Burst. The strategy was built on a powerful sensorial truth — Thai consumers believe cooling sensation equals superior scalp protection. BWC developed both the Brand KV and Product KV from scratch, landing on a bold, icy visual world anchored in mint leaves and ice cubes, with a -5°C aesthetic that made the 2X Cooler claim impossible to ignore. The full deliverable suite covered in-store POSM (Gondola End, Island Display, Standee, Wobbler) and a complete eCommerce content toolkit — Power Image, 7 Secondary Images, Rich Product Content and 2 CPAS GIFs — across Hyper/Supermarket, CVS, HFS and eCommerce channels. Role: Creative Direction, Brand KV, Product KV, POSM Design, eCommerce Content Client: Head & Shoulders — P&G Thailand Agency: Brand World Consultants