SBJ/June 27 - July 3, 2011/In Depth
Head & Shoulders reinvents the brand
Published June 27, 2011, Page 19
Brand: Head & Shoulders
Properties: Major League Baseball and NFL
Creative agencies: Saatchi & Saatchi (TV/print), Resource Interactive (digital), Upshot (in-store)
Sports marketing agency: Riber Sports Marketing, a Team Epic company
The goal: Marketing Head & Shoulders directly to men for the first time
Why it worked: The 50-year-old shampoo brand had always been marketed in a gender-neutral fashion until 2 1/2 years ago. Sponsorship affiliations with the NFL, and later MLB, and athletes from both sports gave men who considered it nothing more than “my dad’s shampoo” permission to buy and use the heritage brand.
“Using sports, we’ve achieved a fun and irreverent tonality with men that’s allowed the brand to break out of the ‘It’s my dad’s shampoo’ characterizations,” said Head & Shoulders brand manager April Anslinger. It also made consumers look at the brand in a new light. “There was this huge awakening for consumers that it’s for more than just dandruff,” Anslinger said.
Since that notion had long been the biggest barrier to consumers trying Head & Shoulders for the first time, dispelling it was quite a feat. The NFL platform has been followed by an MLB marketing effort this season, with Minnesota Twins catcher Joe Mauer. Adding MLB and Mauer, and supporting it with a marketing campaign similar to the one used with the NFL and Polamalu, has given Head & Shoulders a year-round sports marketing program.
“We’ve brought the brand to life with some very important properties — NFL and MLB — that are really where our target consumer wants to be,” Anslinger said. “It’s really made our marketing more impactful.”
That’s why a celebrity-based campaign aimed at women is Head & Shoulders’ next play.