Alpecin Caffeine Shampoo is a success story in Germany where many men use it to slow down the rate of their hair loss. Sales had been slow in the UK as the advertising authorities do not allow the brand to communicate its key benefit.
So we took a different approach. An idea that harnessed both the popularity of the product in Germany and the country’s excellent reputation for engineering.

The “German engineering for your hair” campaign saw sales increase six fold in Boots and leading grocery retailers across the country and established caffeine shampoo as a new category in the UK.

In fact, Alpecin is now the UK’s fastest growing men’s shampoo brand.