The four brands in Bee & Gee's shampoo category are – Fansheen, Hair & Neck, Herb Essentials, and Brilette. Each of these shampoo brands target different consumer segments, and have varied brand histories. A summary of the campaign strategy meetings of the four brands is provided in the following paragraphs.

Fansheen is the oldest of the four brands in Bee & Gee's shampoo category. It is targeted primarily towards women, aged 30-60, whose primary concern is nourishment for their hair. The advertising agency's big idea for the fall campaign was based on the despair that women feel when their hair is dull and damaged, contrasted with an overwhelming sense of happiness after Fansheen nourished their hair to make it strong and beautiful.

Hair & Neck is the most popular anti-dandruff shampoo in the market. It is a clear leader in market share and share-of-voice, by a mile, in the category of non-prescription medicated shampoo. The advertising agency's big idea for the fall campaign was based on the leadership stance that Hair & Neck enjoys in the marketplace. By highlighting this, the agency hoped that consumers will identify Hair & Neck as the category leader in their mind.

Herb Essentials is a shampoo targeted at teenagers and young adults, ages 16-29. It has a low market share and competes in a very fragmented market. The advertising agency's big idea for the fall campaign was based on the lifestyle of teenagers symbolized by their carefree attitude, and their energy.

Brilette is a shampoo targeted at males, ages 24-45, and is the newest brand in Bee & Gee's portfolio. Historically, this market segment was not well defined, with many unisex shampoo brands competing for the male shampoo user. This segment has only recently seen exclusive for-men shampoo brands. The advertising agency's big idea for the fall campaign was based on premise that Brilette was the only shampoo that was exclusively targeted to men. The agency believed that this exclusive benefit for the target segment made the brand distinct in a marketplace with many competing brands which did not have a sole focus on men.

What do you think the creative strategy, or "big idea," is for each of the four brands? How would you reach out to each of the respective target markets? How would you design the promotion campaigns so that they mutually support each other?