Head & Shoulders: Steal your boyfriend's shampoo

Matylda Tomaszewicz, Maja Konieczka

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.

Campaign details

Brand: Head & ShouldersBrand owner: Procter & GambleLead agency: MediaComCountry: PolandIndustries: Hair careMedia channels: Online display, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Head & Shoulders has a problem with women, not just in Poland but globally. Women think that because of its anti-dandruff function, it will be too harsh on their hair, so they don't buy it.

It's not true, but the perception is hard to shift, which leaves Head & Shoulders with a very male skew to its user base,...

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