Head & Shoulders: Say it Proud

Haircare brand Head & Shoulders ran a TV, digital and radio campaign based on popular mispronunciations of its name, gaining sales and market share in Indonesia.

Campaign details

Brand: Head & ShouldersBrand owner: Procter & GambleAgency: MediaCom IndonesiaMarket: IndonesiaIndustries: Hair careMedia channels: Packaging & design, Radio & audio, Search marketing, Social media, Television, Voice, chatbotsBudget: 500k - 1 million

Executive summary

Head & Shoulders is the world's number-one anti-dandruff shampoo. Except in Indonesia, where Unilever's Clear holds the top spot.

The reason for second place? Indonesians find it hard to pronounce Head & Shoulders. That may sound like a simple thing but, with 50% of haircare products sold through mom-and-pop stores where you...

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