Rogaine - Future You

Background

Forty percent of men between the ages of 18 and 64 experience hair loss, but few do anything about it. Rogaine is the hair regrowth category leader with 90% brand awareness, but only 4% of men have tried.

Our Barrier: For many men – especially younger men who are just starting to notice their widow’s peak – taking a trip down the hair-regrowth treatment aisle is even more emasculating than hair loss itself

The Challenge:

Guys want to keep their hair, but the embarrassment of doing something prevents them from doing anything, which is a problem for Rogaine.

The Brief

GET: Young, image-conscious guys 25-34 who want to keep their hair without losing face

TO: Wake up, realize what’s at stake and grasp that the time to start Rogaine is now

BY: Using levity and humor to reveal a sensitive but honest truth: Guys with more hair get more in life

Role of Comms: Jolt our audience into taking proactive action because the sooner you start, the sooner you’ll see results.

Creative Platform

Future You
We dramatized the regret guys WILL feel if they don’t use Rogaine as soon as hair loss starts by having them meet a future version of themselves who’s traveled back in time to get them to use Rogaine before it’s too late.

Executional Approach

We created two spots that ran on social and on Hulu launching with “Pitch” (above). And because we know that guys tend to procrastinate, we created a retargeting video to drive action and prevent hair loss…now!