HEAD & SHOULDERS
OFFENSE / DEFENSE
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Challenge:
Head & Shoulders was losing house hold penetration with males 18-35.
Idea:
Transform Head & Shoulder’s product benefits into a sports debate; offense for great hair v. defense against flakes.
We tapped (then up and coming) Patrick Mahomes and brought back our Head & Shoulders icon,Troy Polamalu, to bring the debate to life.
Results:
Generated 1.2B impressions within the first 48 hours of the campaign.
Sales increased 5% YoY
HHP for the under 35 segment grew 4.5%
