Head and Shoulders #SayItProud Satu Shampoku

YEAR
2019
CATEGORY
Integrated
CLIENT
PT Procter and Gamble Indonesia – Head and Shoulders
BY
Head and Shoulders #SayItProud Satu Shampoku
THE CHALLENGE

Head & Shoulders is one of American brand that is so hard to pronounce by Indonesian. We are talking about a country with 700+ local languages and none of it is English. No wonder it’s always been the challenger brand in the category, comparing to the market leader that is so easy to pronounce. And it doesn't make it easier that you have to literally ask for the brand you want in most stores (Warung)

HOW WE DO IT

As a brand that has always been about building confidence, we want to eliminate the worry of pronouncing our brand name wrong. So, we encourage Indonesian to say our brand name PROUDLY, in their own way. Because no matter how you say it, for sure it removes dandruff.

We use our brand ambassador and also an international movie star, Joe Taslim to make this point: even he can’t pronounce it right. On all of our channels from TV, digital to radio, we acknowledge the different ways of saying our brand name. We also create the first-ever limited edition packaging depend on the way people pronounce it.
 

THE RESULT

This is the first time ever in P&G history that the company acknowledged and approved the mispronunciation and misspelling of one of its most iconic brand names.

  • One million views on the first hour of video bloopers.
  • 243 millions impressions in total
  • 300+ personalized bottles
  • Highest ever numeric distribution
  • Takeover anti-dandruff market leadership in modern market
     

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