Head & Shoulders: How it turned brand's biggest disadvantage into advantage

Head & Shoulders, a hair care brand, launched a campaign in Vietnam to increase its unaided brand awareness.

Campaign details

Brand: HEAD & SHOULDERSLead Agency: DENTSU REDDERRegion: APAC

Strategy

Objective

Head & Shoulders entered Vietnamese market with a disadvantage: the longest, non-native, difficult-to-pronounce brand name, not only within their scalp...