The brand was launched in the market about two years ago but with no advertising support. The integrated campaign, developed by Leo Burnett, kicked off this month across television, print and radio. It will also include in-store promotions and sampling activities. Tehmina Sidiqi, Burnett's account director on P&G, said: "At that time, we didn't put much (advertising) behind it and it had an 'okay' response. But we see this product has a lot of potential and has done well in the Far East and Middle East. We expect strong results here as well."
Sidiqi added that the campaign would focus on the benefits the shampoo can offer in the summer months and aimed to tap into young men's desire to feel, as well as be seen as, hip and cool. "We're going to leverage on the cool theme - both physically and emotionally. We are going to surround the bottle with ice in the creative to emphasise this 'coolness'.
"It's going to be in time for the summer in Pakistan, and we're going to exploit the fact that there can be a lot of discomfort during the hot months," she said. While the majority of shampoo brands are targeted at females, Head & Shoulders is, however, skewed to males. "In Pakistan, we would generally have two ads in place, one formales and one for females, launched parallel to each other. But this campaign will aim to reach young boys," said Sidiqi.