REVAMPING SUNSILK

Sunsilk has reach that point in time where they want to revamp their brand identity. We were summoned to London for a week of full-on branding work.

The above is the current BVI (brand visual identity). It isn't saying much about the brand and the BVI is so loose that all markets are doing different layouts. Sunsilk has always had this dot matrix typeface and they want to make this dots work. The above was the first attempt of integrating the dots into the visual. The dots are made more animated in the form of confetti and it breathes an air of lightness rather than slapping on circles all around the layout.

This became the benchmark for future Sunsilk ads. The unfortunate thing is the rest of creatives around the world failed to see beyond graphic circles. So the global team decided the dots will not work. 

We started to work out examples of how the dots could work. Apart from changing the BVI, Sunsilk also wanted to redefine the attitude of the Sunsilk girl. She is not the same girl as other hair brands, she is not posing for the camera, she is not static. She is the rebel, she is the girl people want to hang out with, she is always in motion, she shows her personality unlike the typical models in other hair brands, and of course she has beautiful hair.

Sunsilk has that exclamation mark graphic on their pack graphics and how is that not a good graphic element to use to amplify what our girl and our ads have to say. Whatever the girl does is 'To the Power of !Sunsilk'.

The copywriting style will be different. It will be more current. It will speak today's language. It does not need to be always about hair. the hair part would come through in the copy somehow, for example strong hair that allows you to stand up to frenemies. The harder working information would then come in as the subhead.

And if we have to use the dots, why not use it to our advantage to show off the personality of our girl?

As much as we think this route is very current and fresh in the category of hair, the global team regards the revamp as rocket science and thus did not consider it.