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iDirect

pert plus

Pert Plus was once an innovator in the category, actually creating the 2-in-1 shampoo segment.

But in recent years it was showing declining sales. It was our job to stop the slide, bring relevance and identity back to the brand, and grow sales.

So we turned to our Behavioral Research department for insight. We found Pert Plus consumers preferred to live life in low maintenance - and they were proud of it. The shampoo category is packed with options that fall into two categories - high-end, frilly boutique products or generic "liquid soap in a bottle." And neither works for our target. So we focused our energies on the idea that Pert Plus is everything you need, nothing you don't. It's common sense for good hair. A concept we brought to life in the "Keep It Simple" campaign.

Now Pert Plus has an attitude and a point of view, one that connects with the consumer on a level they can believe in. Crazy good hair, without all the craziness.

  • engauge advertising services
  • client list
    AEP
    American Eagle Interactive
    Baldwin Park
    Buena Vista Land Company
    Castle & Cooke
    City of Eustis
    College Advantage
    Crosland
    DAD's
    Dell
    Donatos
    DR Horton
    Experience Columbus
    EyeMed
    Five & Alive
    Florida Citrus Sports
    Glory Foods
    Goebel of North America
    Harris Hooker & Huber
    Heinz Awards
    Heinz Endowments
    Huntington Bank
    ICI Homes
    Innovative Brands
    Insight Financial Credit Union
    K Hovnanian Homes
    Kraft
    Land O'Lakes Creamer
    Nationwide
    NGK
    Nocatee
    OhioHealth
    Osmocote
    Perkins
    Preen
    Roomful Express
    Ross Labs
    Stōk
    Summerset at Frick Park
    The Children's Institute
    The Parc Group
    Time Warner
    Vacation Resorts International
    Wellpoint
    WilsonMiller
    ZonePerfect