Pixie Lott

To sustain momentum as the UK’s No.1 Dry Shampoo it was time to turn up the volume and attract a fresh new audience to the category. Media Therapy launched an explosive integrated campaign, featuring fashion and pop icon Pixie Lott, captured in camera by Rankin, to catapult awareness of the new star variant. The campaign kicked off with a major print and digital, rolling into TV & Outdoor complemented by POS. Awarded best new shampoo launch in 2014.