Aug 2011

German brand Alpecin, a shampoo that is said to reduce hereditary hair loss through its key ingredient caffeine, is far from glamorous. Nonetheless, threatened by the prospect of baldness, German men have been buying the product for decades, with 2m bottles sold nationally in 2010.



But how to expand beyond Germany? Having launched in the UK and South Africa 18 months ago, Alpecin sales got off to a slow start. As a result, brand owner Dr Kurt Wolff, a family business founded in?post-war?Germany, decided to bolster the launch with a new campaign. The television ad features several Alpecin bottles zooming across the screen in the style of race cars until none remain. Its tagline: “German engineering for your hair.”

“For all the goodwill on both sides, Britain’s relationship with Germany remains profoundly ambivalent,” says campaign creator Graham Drury. “But there is undoubtedly a deep respect for the country’s technological excellence.”

It might seem a little unimaginative to try to evoke the hair-loss equivalent of Audi’s famous “Vorsprung durch Technik” tagline, but the ad delivers an effective message. And despite seemingly banal visuals, the disappearance of the bottles subliminally suggests the idea of receding hair without an overt reference to it.

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