Head and Shoulders: 100 Pronunciations, 1 Solution

Head & Shoulders, a haircare brand, used the different pronunciations of the brand name in Vietnam to increase brand awareness.

Campaign details

Brand: Head and ShouldersBrand owner: Procter and GambleLead agency: MediaComContributing agency: Dentsu RedderMarket: VietnamSector: Hair careMedia channels: Content marketing, Gaming & in-game advertising, Online display, Public relations, Word of mouth, influencersBudget: Up to 500k

Executive Summary

Despite being present in Vietnam for decades, Head & Shoulders had one of the lowest levels of brand awareness because the brand name is too complex for local consumers to pronounce. We thought that celebrating the funny mispronunciations could make Head & Shoulders more memorable and drive...

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