Head & Shoulders executed one of its first ever placed-based media campaigns; with a major advertising and sampling program in HCPN clubs that, according to third-party market research, strongly delivered against the brand's core goals and objectives.

In January, Head & Shoulders began the biggest re-stage in its history in support of its new shampoo formulation called 'Hydrazinc'. This formulation further improved Head & Shoulders already strong dandruff control while dramatically increasing the product’s ability to moisturize the hair and scalp. Given the added benefits of this new formulation, Head & Shoulders sought to communicate to its target audience the brand’s enhanced 'everyday use' capabilities while seeking to drive trial and awareness in unexpected locations.

The campaign in HCPN clubs included Head & Shoulders panel and cling advertising in the locker and club common areas as well as complete domination of the shower area. Head & Shoulders-branded shampoo dispensers as well as branded shower mats (whose messaging was only fully revealed when splashed with hot water) were installed in the showers in both the women's and men's locker rooms.

Visit Health Club’s Premier Member Profile…

Guerilla Advertising in Health Clubs nationwide Due to its longstanding successful relationships with the many clubs in its network, HCPN has been able to extend beyond panel and digital advertising to offer countless additional ways for brands to ‘touch’ he...
Panel Advertising in Health Clubs Panel Advertising (the "P" in HCPN) is our core product offering. We have been placing panels in health clubs since 1995, and we do it better then anybody else, ensuring our clients’ campaigns get noticed and a...
Digital billboards in health clubs HCPN Digital Broadcast (HCPN-DB) is the nation’s largest narrowcast digital media network in health clubs. * HCPN-DB runs throughout each of its participating clubs in a variety of formats, including vi...

---