Major-league strikeouts will pay under Head & Shoulders campaign

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

Head & Shoulders has declared a "season of the whiff" in promoting the shampoo's 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 major-league strikeouts by donating to Reviving Baseball in Inner Cities for each one, and giving the 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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