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Head & Shoulders

Tackles More Than Just Flakes

Challenge. Raise awareness and drive trial among men who have any scalp condition, not just those with visible flakes.

Insight. “I prefer the easiest solution when it comes to my hair. It’s not that I don’t care, but it seems like what I’m using is good enough. If a credible source told me otherwise, I might try something new.”

Solution. An NFL partnership activation featuring Pittsburgh Steeler Troy Polamalu—known for his “warrior hair”—let shoppers know that Head & Shoulders tackles more than just flakes.

Touch Points. partnership activation, packaging, retail point-of-sale, retail displays, direct mail, prizing partnership development

Awards. Hermes Creative Award, MarCom Award

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