Head & Shoulders and Old Spice Merge to Create a New Shampoo
Simal Yilmaz — April 18, 2013 — Social Good
References: popsop
Head & Shoulders and Old Spice has been merged by the multinational consumer goods company Proctor & Gamble to create a new shampoo. This merger has created an alluring shampoo that not only keeps men’s hair flake-free, but also makes them smell irresistible.
The launch of this new product is being supported by ‘The Season of the Whiff’ campaign, which is both humorous and charitable. The campaign was started by C.J. Wilson and his teammate Josh Hamilton, and invites the fans to tweet the pitcher’s strikeouts with the hashtag #Whiff, where the company will donate $1 for each tweet.
C.J. Wilson encourages players and viewers to help out by stating, “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.”
The launch of this new product is being supported by ‘The Season of the Whiff’ campaign, which is both humorous and charitable. The campaign was started by C.J. Wilson and his teammate Josh Hamilton, and invites the fans to tweet the pitcher’s strikeouts with the hashtag #Whiff, where the company will donate $1 for each tweet.
C.J. Wilson encourages players and viewers to help out by stating, “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.”
Trend Themes
1. Athletic-shampoo-merger - The merger of two popular hair care brands for men creates an opportunity for other companies in the industry to consider mergers and collaborations to create innovative, niche products that appeal to consumers looking for both functional and aesthetic benefits.
2. Charitable-advertising-campaign - The 'Season of the Whiff' campaign shows that incorporating charitable initiatives into advertising can create a positive brand image and increase customer loyalty, while also making a difference in the community and helping to promote the product.
3. Humor-in-marketing - Humor can be an effective way to create buzz and engagement around a new product, and companies in all industries should consider incorporating elements of wit and levity into their marketing campaigns to stand out in a crowded marketplace.
Industry Implications
1. Hair-care-industry - Established hair care companies may consider mergers and collaborations to create innovative niche products. Startups in the industry can take advantage of gaps in the market, tap into new consumers, and create new products to serve unique hair care needs.
2. Athletic-brands - Collaborations with hair care companies who have products designed for athletes can help athletic brands to provide a full set of products for their consumers to enjoy. This will create a loyal customer base of athletes who need specialty hair products.
3. Charitable-organizations - Charitable organizations can collaborate with brands to offer incentivized programs. This promotes the cause, brings awareness and contributes positively to the community. Companies with social responsible initiatives can also stand out and build up solid brand images.
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