SBD/January 31, 2013/Marketing and Sponsorship

Head & Shoulders Adds C.J. Wilson To Growing List Of Athlete Endorsers

Wilson (r) joins Keisel as Head & Shoulders brand ambassador
P&G's Head & Shoulders shampoo brand has signed Angels P C.J. Wilson to an endorsement deal that will see him promote the brand's new line of products co-branded with Old Spice. Wilson will be used in a campaign launching in March that will include traditional advertising, PR appearances and in-store displays (P&G).'s Rick Chandler noted Wilson joins an endorsement roster for Head & Shoulders that includes Steelers S Troy Polamalu and DE Brett Keisel, retired Olympian Michael Phelps and Twins C Joe Mauer. Wilson said of being an ambassador for the brand, “I was actually really flattered. I had watched the commercials with Joe and I’m really impressed with how good they’ve been. I’m looking forward to them, it sounds awesome.” He added, “It’s a lot of responsibility; for one thing I have to make sure I always have clean hair. Not that I look like a hobo regularly, but people are going to be looking at my hair all the time now. When I landed at the airport today I was herded into a room and aggressively groomed.” Wilson said of the reaction from his friends, “At the All-Star Game we all had bottles of Head & Shoulders in our lockers, and I was joking with [Derek] Jeter that we should have Joe Mauer sign them all. I’m sure I’ll hear about it: that’s part of it” (, 1/30).
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