Head & Shoulders (H&S) is the world’s best selling anti-dandruff shampoo and market leader in Taiwan. In February, CLEAR, a major competitor, introduced a competing product followed by an island-wide promotion that quickly captured the public and media’s attention
P&G’s research revealed that CLEAR seized market share from H&S, especially the key men’s segment. To regain market share and reinforce its prominence, a PR campaign was introduced, entitled “To be MVP. To be Shi-li-Pai”, (Definition: MVP = Most Valuable Player; Genuine Strength = Shi-li-Pai), which can be interpreted as “To be an MVP requires genuine strength”, thus echoing H&S’s campaign slogan
Tags: Head & Shoulders | PR | Taiwan |
Feb 18, 2014