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Volume 7 No. 83
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Head & Shoulders Partners With Tough Mudder To Create Original Content

Tough Mudder "inked its latest sponsorship agreement after announcing a new deal with Head & Shoulders, initiating a partnership which will see the two work together to create original content," according to Tony Connelly of THE DRUM. The Procter & Gamble-owned brand becomes the official hair care partner for the '17 season and "will work with Tough Mudder to co-create a mini-series which will promote both brands’ marketing around facing challenges with confidence." In addition to the digital activations, Head & Shoulders will "have a presence at each of the mass participation fitness events." After participants complete the obstacles, they will have the opportunity to "wash off the mud and perspiration at shower stations equipped with Head & Shoulders" (THE DRUM, 5/2).