CJ WORX Thailand has collaborated with renowned Thai artist, Mackcha, to unveil the “Chalotte 2in1”, the first art character to serve as a product ambassador in Thailand, featuring two figures merged into one, symbolizing the combination of shampoo and conditioner in a single bottle. This collaboration aims to promote the launch of the new shampoo “Head&Shoulders 2in1” from P&G.
Head & Shoulders has successfully introduced their innovative 2in1 shampoo formula to the Thai market in a ground-breaking way. In a crowded marketplace filled with similar products, the challenge was to stand out. The solution? The creation of ‘Chalotte 2in1,’ the world’s first 2in1 art character, designed specifically for this campaign.
Recognizing the new generation’s love for art and creative expression, Head & Shoulders partnered with Mackcha, one of Thailand’s most acclaimed artists, to create Chalotte 2in1. This unique character embodies the traits that resonate with today’s consumers: confidence and vibrancy. Chalotte’s blue half confidently showcases a dandruff-free scalp with a hair clip, while her pink half features bright, soft, flowing hair—perfectly representing the dual benefits of Head & Shoulders’ 2in1 formula.
To introduce Chalotte 2in1 to the public, a life-size art sculpture was unveiled at a leading art gallery, followed by a roadshow at prominent galleries across the country. This blend of advertising and art immediately captured the attention of the new generation, who eagerly engaged with the character, sharing their experiences and photos on social media, generating organic buzz.
In response to the overwhelming reception, the campaign expanded to include limited-edition Chalotte 2in1 packaging, available through art character mystery box vending machines. This unique offering helped elevate the product’s visibility, capturing attention far beyond traditional retail spaces.
By fusing art with marketing, Head & Shoulders has demonstrated how creativity can transcend traditional boundaries, delivering an unforgettable campaign that left a lasting impact.
Credit
Chief Creative Officer: Saharath Sawadatikom
Executive Creative Director: Chotika Tantipong
Associate Creative Director: Vuthipong Jongyingcharoenyos
Copywriter: Phuree Yannawat, Vuthipong Jongyingcharoenyos
Art Director: Ranida Pithinattadet, Chotika Tantipong, Anan Kaewsatitwong
