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 segment, but also in the entire shampoo category. As a result, for years the brand has suffered the lowest unaided brand awareness (UBA) in the category: 23%. More than that, struggling to pronounce brand name the correct way, Vietnamese consumers became hesitant to request the product at retailers, directly impacting the brand value share and penetration, against CLEAR our competitor whose UBA index...

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