Head & Shoulders / Indonesia / 2022Experiential
Say It Proud.
Head & Shoulders Indonesia embraced the many ways locals mispronounce its name, making it easier to ask for in stores.
- Brand
- Head & Shoulders
- Agency
- MediaCom Indonesia
- Market
- Indonesia
- Region
- Global
- Year
- 2022
The challenge
In traditional shops shoppers must ask for products by name, and many asked for rival Clear because Head & Shoulders was hard to say.
The idea
With approval from P&G, the brand deliberately used popular mispronunciations and misspellings of its own name across its communications. This signalled that any version was fine, removing the embarrassment of asking for it at the counter.
Results
- Brand rose to number one in its category with gains in users, sales and share (no figures given)
Case study source: Activation Ideas Source ↗
