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29 March 2021
How Head & Shoulders playfully tackled pronunciation issues in Indonesia
Finding that Indonesians would not purchase its shampoo out of fear of saying its name wrong, Head & Shoulders, the haircare line, used a multichannel strategy to endorse and celebrate the most common mispronunciations.
Why it matters
Crafting an effective multichannel strategy requires more than simply communicating a message across a number of touchpoints. Brands should be mindful of the role each channel plays within the strategy and adjust messaging accordingly.