News Release


Top place for P&G's Head&Shoulders/Henke/Schulman campaign at 100 Wattaren Awards in 2012!


Friday, November 30, 2012 6:53 pm GMT



P&G's Head&Shoulders (H&S) brand scooped the 100W prize (1st place) in the Consumer category at the 100 Wattaren Awards held last night in Stockholm. The innovative campaign firmly establishes H&S as modern and fun through an association with hockey star, Henke Lundqvist along with famous journalist Alexander Schulman.

In the campaign, Schulman interviewed Henke - who could not stop talking about how amazing H&S is - and a video created which was initially posted to YouTube before being shared more broadly by consumers. It become so popular that H&S turned the video into an ad and it aired on TV.

The jury at 100 Wattaren had the following to say, “Just when we hoped that we have seen the very last celebrity commercials from another multi-player the unexpected and impossible happens. From the sky descends Alex Schulman, Henke Lundqvist and Procter & Gamble. Together they create new life to a vilified advertising genre, and makes us fill the bathroom shelf with the just mentioned shampoo while they paint the giant Procter & Gamble in likable colors. Indeed, it is a strong and gladden communication crafts that has shown its effectiveness on many fronts. Congratulations! "

The success of this campaign comes hot on the heels of the highly awarded Ariel Fashion Shoot, which P&G ran in summer 2011, and which also picked up recognition in this years 100 Wattaren Awards.

Hanna JonassonDrotz, H&S Communications Manager at P&G comments "We are always looking for big ideas, based on strong consumer insights which can be translated into integrated marketing campaigns and driven across the various marketing platforms to reach consumers when & where they are most receptive to our product messages. It's been a joy to work with the creative minds at our agencies - HardHat and Jung Relations - to develop this campaign and we're delighted it has received external recognition at 100 Watteren"

The details

Head & Shoulders, The Schulman Interview
Advertiser / Company: Procter & Gamble Sweden AB
Agencies: HardHat / Jung Relations
Award: 100w in the Consumer category

For more information, please contact

Hanna JonnasonDrotz, P&G Communications, via email or by phone 070 339 9505

Fyra miljarder gånger per dag använder människor världen över Procter & Gambles produkter i sin vardag. Företaget har ett stort utbud av konsumentprodukter, i Norden marknadsförs bl a Pampers, Always, Alldays, Yes, Ariel, Pantene Pro-V, Head & Shoulders, Wella, Vicks, Gillette, Oral-B, Duracell och Braun. Företaget har 127 000 anställda som arbetar i mer än 80 länder