The roots of Sunsilk go back more than 50 years, when it was launched in the UK as a one-application shampoo. By the year 2000, it was a top-selling hair care brand in developing countries. But slowly the brand became a victim of its own success as it struggled to have a global conversation with women in over 69 countries. Brand communication was being pulled in a myriad of directions; marketers were getting increasingly frustrated at not having a clear brand voice. Inevitably, Sunsilk’s growth took a turn for the worse. For 5 years it spiraled downward, losing share and volume.