Head & Shoulders: #MoveonBro

Head & Shoulders, a shampoo brand, used blooper videos in its campaign Say it Proudly to encourage consumers in Indonesia to overcome their insecurities about pronouncing the brand's name.

Campaign details

Brand: Head & ShouldersAgency: AmbilHati

Strategy

Objective

Head & Shoulders is the world's number one anti dandruff shampoo, but here in Indonesia it's a challenger brand that still hasn't been able to reach top awareness to Indonesian audiences with a name that is so hard to pronounce even nine years after its launched. We are talking about a country with more than 700 languages, and none of them is English. And it makes it harder since most stores that sell shampoo are traditional stores where you need to ask the store own verbally for the...

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