Relaunching a traditional brand over a 4 year campaign

The heritage brand Wash & Go, renowned for its efficient 2-in-1 shampoo and conditioner offerings, wanted a relaunch with a limited budget.

The strategy

In order to maximise the ROI for this heritage brand, a different creative approach was required to optimise the budget and drive the reach and engagement desired. With the Wash & Go product being aimed at an audience of men aged 18-45, we set about linking the brand with one of the most popular sports for this demographic – football.
Recognising Wash & Go’s underdog position in the market, we used this as licence to be disruptive and unexpected whilst talking to fans at the grass roots level of football, rather than the glitz and predictability of their bigger rival.

The solution

We developed a 14-part, short film comedy series starring ex footballer Robbie Savage, shared across social media. Featuring over 15 million campaign impressions, it propelled the brand back into the mainstream and set the foundations for a highly successful ongoing campaign. Subsequent years featured an April Fool’s campaign with Barnet Football Club, which garnered media attention to the value of £165k, including free airtime on TV’s Soccer AM, and progressed into a strong link with grass roots football in the form of a partnership with football influencer channel UFF.