Head & Shoulders: Say it proud!

Anti-dandruff shampoo Head & Shoulders celebrated Indonesians' many mispronunciations of its name to build customer confidence and boost sales.

Campaign details

Brand: Head & ShouldersBrand owner: Procter & GambleEntrant company: MediaCom, JakartaIdea creation: Ambilhati, JakartaMedia: MediaCom JakartaMarket: IndonesiaSector: Hair careMedia channels: Online video, Packaging & design, Public relations, Radio & audio, Search marketing, Social media, Television, Word of mouth,influencersBudget: 1 - 3 million

Executive summary

P&G-owned Head & Shoulders is the world's leading brand of anti-dandruff shampoo, but in Indonesia it has been the challenger brand to market leader, Clear, for more than a decade.

In Indonesia, Head & Shoulders is often...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands