Eurobest

Sweden's proudest ambassador

JUNG RELATIONS, Stockholm / PROCTER & GAMBLE / 2017

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Case Film
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Overview

Entries

Credits

Overview

Background

The competition in the shampoo market is tough. The target group, men 18-54 y/o, is generally not interested in shampoo, and find anti-dandruff shampoo quite embarrassing. Head&Shoulders‘ challenge is to engage this skeptical group to talk about and actively choose Head&Shoulders rather than competitors.

To accomplish this, Head&Shoulders has Henke Lundqvist, Sweden’s best hockey goaltender, as an ambassador. For six years, he’s been the face (and hair) of the brand, which he’s loves more than anything. Every year, each campaign and its results have been better than the previous year. Henke is simply getting better as the years go by and he is just as good at selling shampoo as he is stopping pucks in hockey.

Past successes brought high expectations for this year. The objective was “simple”: exceed all the previous successes and strengthen the position as Sweden's most bought shampoo – without having new products to communicate.

Execution

Thru storytelling, we implemented following units, with PR and ‘shareability’ at the core:

- The campaign starts off with a film showing Henke shockingly witnessing his brother at a commercial shoot. The battle begins!

- Henke’s next move: deliver shampoo-bottles to Joel’s hockey-team, with a clear note: “Regards from Joel’s brother – the REAL Head&Shoulders ambassador”

- In the following film, Henke has a masterplan: Henke gives himself the “head” (lead) role, while Joel must settle for the “shoulder” (supporting) role.

- Henke cooperates with his own clothing brand (Bread&Boxers), and creates a limited edition “Henke + Head&Shoulders t-shirt” in ultra-black – only suitable if you’re dandruff-free.

- In interviews, Henke emphasized his ambassador role.

- Henke put himself on billboards in collaboration with Sweden’s leading supermarket.

- When Head&Shoulders sponsored TV-shows, Henke had the message saying “The program is sponsored by Henrik Lundqvist” instead of the brand’s name.

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