Campaign details

Brand: Head & Shoulders
Agency: Ketchum

Campaign Summary

Using England's thrilling run in the 2018 World Cup, Ketchum launched a platform that helped make Head & Shoulders the "unofficial shampoo" of the national team. Inspired by England's history of colourful players - and hairstyles - #GoScalpBrave dared fans and influencers to show their support through their scalp, creating a perfect match between the social moment and our shampoo's defining attribute.

Challenge

Head & Shoulders came to us with a tough challenge - how to make an anti-dandruff shampoo 'cool' enough that young men would want to engage with. Traditionally thought of as a brand more relevant to their father's generation, this younger male audience had previously remained elusive to Head & Shoulders.

Head & Shoulders marketing communication goal was dear yet ambitious: drive awareness, engagement and sales for new Head & Shoulders Men Ultra shampoo among young English men.

Situation & Strategy