POPULARAPPROACH:Severalcampaignsgoforaknee‐jerkingimpulsetousetheequaAonabovetoworkthestrategyforpersonalcareproducttargeAngmen.

Brandloyalty

Menhavecreatedsystemsthatawardandpromotemutualloyalty:Examples:

o  oldboys’club/networko  sidekick/wingman

Thus,abrandcantapintotheheightenedneedforloyaltyinmenusersinordertosecureabrandloyalty.

Whenitcomestopersonalcareproducts,mentendtochooseonebrandandsAcktoitforsomeAme.

Comparebelow:

Strategy:

CreaAngalongtermloyaltyinmenusersofHead&Shoulders

PRINT

• Head&ShoulderBoTlewillbeplacedinsituaAonsofsidekickperformingdirtyjobsfor/insteadoftheman

Head&Shouldersas…

• PREMISE:ItcannotdoALLthedirtyjobsforyoubutitcantakegetridofdirtydandruffcausingbacteria

…wingmanor• PREMISE:Wouldn’tbenicetohaveasidekickasloyalanddevotedasH&Sistothehealthofyourhair?

…sidekick

PRINT/TV

EXAMPLE:

AHead&ShoulderboTle(amascotorcomputergeneratedone)parAcipatesinanofficemeeAngbackinguphisbuddy’ssugges1onsandideas

PRINT/TV

..somybuddyhereisonaspeeddialofsomepreTy

importantpeople…

EXAMPLE:

AHead&ShoulderboTlepraisesthemaleuserinacompanyoffriendsatabar.

Sponsoring1.miniseriesonfamoussidekicksinhistory:e.g.

Holmes&Watson,Conan&Andy,SanchoPanza&DonQuixote,DaffyDuck&PorkyPork,HanSolo&Chubaccaetcetc.

2.superheromovies(Letusbeyoursidekick)

3.historyprograms(Wingmenofthe2ndworldwar)

4.NASCARArechangingteam

SPONSO

RSHIP

Roleoftheonline/socialmediapresence

‐effecAveandmoreproacAveapproachtofendingoffcompeAAon(Axe,Lynx)

‐opportunitytotrydifferentmarkeAngstrategiesandtailorthemaccordingtothereacAonfromonlineparAcipants

‐fartherconsumerengagement,thusincreasingbrandloyalty

ONLIN

EEXECUTIO

N

ONLIN

EEXECUTIO

N

Websitefocusingontwoelements:

‐creaAnganequivalentofaBatman’sButlerorafriendalwayswillingtoofferadvice

‐de‐mysAfyingthedandruff

(presenAngitnotasamedicalissue,butasaFASCINATINGtopic;almosttothepointofposi1oningdandruffasa

villaininaman’slife)

ONLIN

EEXECUTIO

N

Onlinepresencewouldinclude:

‐atantalizingquesAonofaweeke.g.‘Ifwomencaresomuchabouthair,howcomeshaggyguyslikeRussellBrandorevenhairdisadvantagedpeoplelikeDonaldTrumpscorehotgals?’

‐descripAonINDETAILSthehavocraisedbydandruffonone’sscalp

‐languageshouldbeinformaAveandlight,stayingawayfrom ‐lad‐likehumorpresentedbye.g.Axe ‐dryboringcorporatestyle/healthprofessionallanguage

ONLIN

EEXECUTIO

N

Onlinepresencecaninclude:

SOCIALRESPONSIBILITYELEMENT–creaAngeventsandopportuniAesformentohelp(tappingintotheneedtocreatesupportgroupsakintooldboys’club)supporAngcausesthatmakeparAcipaAngmenshine.

Head&ShoulderscouldsendathankfulH&Sbrandambassadors(aTracAvebutnottoosexyWORKAPPROPRIATEgirls)thatcoulddeliveracerAficateofparAcipaAoninsuchvolunteeringeventsinfrontofco‐workersandbosses.

IniAaleventscouldbepromotedinChicago–CityofBroadShoulders