Head & Shoulders: 1 brand, 100 names, 1 solution

Shampoo brand Head & Shoulders used a multichannel campaign to build brand awareness and equity, and grow value share, in Vietnam.

Campaign details

Brand: Head & ShouldersAgency: Dentsu RedderRegion: APAC



Head & Shoulders struggled with having one of the lowest brand awareness in the category despite its long history in the market –driven by the brand name being too challenging for local consumers to pronounce. In 2020, Head & Shoulders took the bold move with the campaign 1 Brand – 100 Names – 1 Solution embracing the local tension and taking it on a positive spin celebrating the funny mispronunciations which Vietnamese consumers loved! The campaign delivered record-breaking success across metrics!

If 2021 was...

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