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.

The touchpoints

• To ensure mass reach, Head & Shoulders’ campaign was launched on TV and radio with spots featuring actor Joe Taslim, a long-time brand ambassador.
• Both online and...