Head & Shoulders is… head and shoulders above the competition in its latest “Season of the Whiff” campaign breaking April 1, selling flake-free hair with a sweet but manly scent.
The Procter & Gamble brand, along with “Mane Man” Angels of Anaheim pitcher C.J. Wilson and his teammate Josh Hamilton, are challenging men “to take a whiff of what a double dose of confidence smells like” for the launch of new Head & Shoulders with Old Spice—the official shampoo of Major League Baseball for the past three years.[more]
Starting on Opening Day, P&G will give $1 for each strikeout (whiff) to Reviving Baseball in Inner Cities program, leveraging social media to give the MLB club whose fans rack up the most #Whiff tweets monthly an additional $10,000 for local chapters.
“I’m excited to be working with Head & Shoulders this season promoting the ‘Season of the Whiff’,” said Wilson in a release. “My job is to strike people out, that’s why the Angels brought me in. So if any hitters out there want to help the kids, just go ahead and strike out.”
RBI is MLB’s youth initiative giving young people from urban and underserved communities the opportunity to play baseball and softball and encouraging academic success and achievement.
The ads were set in Cincinnati’s Great American Ball Park where the Angels meet with the Reds in the first inter-league opening day matchup. Saatchi & Saatchi New York led creative, with additional work from Marina Maher Communications, New York.
“They’re funnier and more surreal than last year’s Joe Mauer work, more like Head & Shoulders ads featuring Pittsburgh Steelers linebacker Troy Polamalu during NFL season—or Wieden & Kennedy work on Old Spice,” notes AdAge. “Head & Shoulders Brand Manager Michael Sabbia, himself an Old Spice veteran, terms it ‘Old Spice visiting Head & Shoulders.'”
The new campaign (and product) aim to overcome the prejudice towards Head & Shoulders—”that it’s a medicine and therefore can’t smell very good,” said Sabbia. “We would love if by the end of the season fans, sportscasters and everyone are no longer calling them K’s or strikeouts but calling them whiffs and associating that back to Head & Shoulders.”