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Head & Shoulders

This article was originally published in The Rose Sheet

Executive Summary

Two TV ads featuring newly-appointed spokesperson Spanish singer Alejandro Sanz to debut in August in Puerto Rico and U.S. regions with high Latino populations, including Miami, Chicago, Texas and Southern California, P&G division says. One ad presents two reporters finding a bottle of Head & Shoulders upon entering the singer's dressing room while he is performing, while another shows a man at a barber shop getting his hair styled like Sanz, according to the firm. Singer joins previous Hispanic spokesmodels including Chayanne, Emmanuel and Patricia Manterola. Head & Shoulders repackaging, reformulation effort largely is targeted to Hispanic consumers following its August debut (1"The Rose Sheet" April 2, p. 3)
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