This document proposes strategies for creating long-term loyalty among male users of Head & Shoulders shampoo. It suggests positioning the brand as a "sidekick" that men can rely on, through ads depicting the bottle assisting men in various ways. The document also recommends sponsoring programs about famous sidekicks and promoting the brand's online presence by presenting dandruff as a fascinating problem and hosting discussions and volunteer events to engage men. The overall goal is to appeal to men's desire for loyalty and mutual support networks.

2. POPULAR APPROACH: Several campaigns go for a knee‐jerking impulse to use the equaAon
above to work the strategy for personal care product targeAng men.

3. Brand loyalty
Compare below:
Men have created systems that award and promote mutual
loyalty:
Examples:
o old boys’ club/network
o sidekick/wingman
Thus, a brand can tap into the heightened need for loyalty in men
users in order to secure a brand loyalty.
When it comes to personal care products, men tend to choose one
brand and sAck to it for some Ame.

4. Strategy:
CreaAng a long term
loyalty in men users of
Head & Shoulders

5. PRINT
• Head & Shoulder BoTle
…wingman or • PREMISE: Wouldn’t be
will be placed in nice to have a sidekick
situaAons of sidekick • PREMISE: It cannot do as loyal and devoted as
performing dirty jobs ALL the dirty jobs for H&S is to the health of
for/instead of the man you but it can take get your hair?
rid of dirty dandruff
causing bacteria
Head &
…sidekick
Shoulders as …

6. PRINT/ TV
EXAMPLE:
A Head & Shoulder boTle ( a
mascot or computer
generated one) parAcipates
in an office meeAng backing
up his buddy’s sugges1ons
and ideas

7. PRINT/ TV EXAMPLE:
A Head & Shoulder boTle praises the male user in a
company of friends at a bar.
..so my buddy here is on a
speed dial of some preTy
important people…

8. SPONSORSHIP
Sponsoring
1. mini series on famous
sidekicks in history: e.g.
Holmes & Watson,
Conan & Andy,
Sancho Panza & Don
Quixote,
Daffy Duck & Porky Pork,
Han Solo & Chubacca etc
etc.
2. superhero movies (Let
us be your sidekick)
3. history programs
(Wingmen of the 2nd world
war)
4. NASCAR Are changing
team

9. ONLINE EXECUTION
Role of the online/social media presence
‐effecAve and more proacAve approach to fending off
compeAAon (Axe, Lynx)
‐opportunity to try different markeAng strategies and
tailor them according to the reacAon from online
parAcipants
‐farther consumer engagement, thus increasing
brand loyalty

10. ONLINE EXECUTION
Website focusing
on two elements:
‐creaAng an equivalent of a Batman’s Butler or
a friend always willing to offer advice
‐de‐mysAfying the dandruff
(presenAng it not as a medical issue,
but as a FASCINATING topic; almost to
the point of posi1oning dandruff as a
villain in a man’s life)

11. ONLINE EXECUTION
Online presence would include:
‐a tantalizing quesAon of a week e.g. ‘If women care so
much about hair, how come shaggy guys like Russell
Brand or even hair disadvantaged people like Donald
Trump score hot gals?’
‐descripAon IN DETAILS the havoc raised by dandruff on
one’s scalp
‐language should be informaAve and light, staying away
from
‐lad‐like humor presented by e.g. Axe
‐dry boring corporate style/ health professional
language

12. ONLINE EXECUTION
Online presence can include:
SOCIAL RESPONSIBILITY ELEMENT – creaAng events and
opportuniAes for men to help (tapping into the need to
create support groups akin to old boys’ club) supporAng
causes that make parAcipaAng men shine.
Head & Shoulders could send a thankful H&S brand
ambassadors (aTracAve but not too sexy WORK
APPROPRIATE girls) that could deliver a cerAficate of
parAcipaAon in such volunteering events in front of co‐
workers and bosses.
IniAal events could be promoted in Chicago – City of
Broad Shoulders