Client: Procter & Gamble
Agency: Jung
Anti-dandruff shampoo…? Who cares about that?
Henke: Here, hold my bottle!
No one … unless it’s Henrik Lundqvist with a Head & Shoulders bottle! Despite being Sweden’s best hockey goalie of all time – and one of our most famous sports stars ever – Henke has become equally famous for being the “Shampoo Guy”. With humor as main ingredient, Henke has throughout the years shown how important Head & Shoulders is to him, developed how seriously he views his ambassadorship, and proved how far he would go in defending his position as the face, and hair, for Head & Shoulders.
![A man in a suit is holding a bottle of shampoo.](/images/dcdb86a6-159f-44ab-8909-028aa7a1327f/dt/Henke.jpg)
Shampoo Champion
83 % of Swede’s now know that Henke is the ambassador for Head & Shoulders, and he has made the campaigns go viral with an earned media reach of over 90 million in the last 5 years. This has contributed to both a sales and volume increase, further strengthening Head & Shoulders’ position as Sweden's most purchased shampoo. Just as good as Henke stopped pucks in hockey, he sells shampoo!
The strategy has been to build a liked and well-known brand through humour and self-distance.
![A man holding a bottle of shampoo.](/images/d20c7cb2-8a20-41aa-b1bd-785dab2fef6b/sp-l/Henke-transparent.png)
![Two men in suits talking to each other.](/images/71a17413-65c8-4c99-a4d1-f3b68bc2b1e4/sp-l/henke-Joel.jpg)
![Two men sitting on a couch talking to each other.](/images/a4e83a24-83ea-49c8-8668-5b8fca28fed9/sp-l/Henke-Benjamin.jpg)