Head & Shoulders wants major leaguers to swing and whiff

03/31/2013 | Advertising Age (tiered subscription model)

Head & Shoulders has declared a "season of the whiff" in promoting the shampoo's new tie-in with Old Spice. The Procter & Gamble brand will use TV, outdoor, digital, social and other media to associate Major League Baseball strikeouts -- the whiff -- with the brand. The company is stoking Twitter with the #Whiff hashtag and rewarding strikeouts by donating to Reviving Baseball in Inner Cities for each one and giving a bonus to the city whose fans tweet the most with the hashtag. Pitcher C.J. Wilson has been signed as a spokesman for the campaign.

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