Mirror, mirror on the wall – who’s the most “shampoo” of them all? Why, the one with unbeatable 72-hour dandruff protection, of course.
For the past decade in Sweden, Head & Shoulders has been synonymous with superior dandruff protection – and with its famously overachieving brand ambassador: former NHL goalkeeper Henrik “the shampoo guy” Lundqvist. When the new “72-hour dandruff protection” formula was launched we needed to prove the product’s superiority. And what better way then to introduce a credible antagonist.
Enter Benjamin Ingrosso – and his newly released single “Shampoo.” Just as the song and its viral dance were taking over Sweden, we inserted Head & Shoulders into the cultural moment by asking whether this was simply a bold move from a young artist trying to claim the national shampoo throne. What followed was a year-long shampoo duel between Lundqvist and Ingrosso, going head-to-head to determine who’s truly the most “shampoo” of them all. In the end, Henrik emerges victorious since he’s backed by Head & Shoulders’ unbeatable 72-hour protection.
Jung has led all Head & Shoulders communication in Sweden for more than a decade, delivering outstanding business, brand, and communication results. The Shampoo Duel alone generated earned media reach of well over 30 million (excluding social media) and brand awareness far above the category average. Through consistency, an earned-first approach, and a distinctly humorous narrative, the brand has remained Sweden’s top-selling shampoo – and the one with the highest consumer preference in the category.