Head & Shoulders
in 2008 A.G. Lafley, Chairman and CEO of P&G awarded pi the ‘A.G. Lafley Award for Consistent Excellence in Design’ in recognition of our 13 year relationship on Head & Shoulders, which revolutionised and helped transition it into the world’s No.1 Hair Care brand.
Our holistic and visionary approach to visual brand expression and long-term strategic equity management is today revered in P&G as the benchmark case study for outstanding branding.
in July 2005 Mumbai suffered its worst Monsoon in 120 years. On the day the heavens opened, pi was pitching to help transform the perception of this Victorian soap brand from an old man’s disinfectant bar to a vibrant and contemporary international hygiene brand.
Our intention was to fly in and fly out next day... we were there for almost a week BUT we won the pitch and have been building the Lifebuoy visual identity ever since. Today, Lifebuoy is the World’s No.1 Health Soap and is growing exponentially year on year.
as part of a long standing relationship with Bayer Consumer Care, during which we have evolved or revolutionised most of the major brands in their portfolio, we have helped take Berocca from a ‘green brick’ which was taking up the whole pack simply to trigger the brand, to a flexible and future ready visual architecture with the help of a dynamic brand trigger carrying the core visual equities through any and all brand communications, helping the brand launch into new markets like the U.S.
over a period of 9 years, pi helped shift perception of Mars Celebrations from a ‘me-too’ favourite chocolate bars in miniature collection, in a category generic carton, to a vibrant brand in its own right. Celebrations was given a real personality that exuded the promise of ‘it’s good to share’ , both with consumers and corporately. An acute understanding of the usage, attitudes and rituals (which differed dramatically across markets) led to branding and packaging solutions that had a consistent global footprint with local relevance.