When rebrands go wrong

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Jenson Button revealed as face of Head & Shoulders

Procter & Gamble (P&G) has revealed Formula One World Champion Jenson Button as the brand ambassador for Head & Shoulders.

Jenson Button

Jenson Button

He will appear in future advertising campaigns for the brand but marketing plans are still being decided.

James Nunn, Head & Shoulders brand communications manager, says: “Head & Shoulders is the no.1 selling shampoo in the UK so it seemed natural to team up with Jenson as he is a style icon that the everyday man on the street can relate to. British men aspire to him as he has a natural, relaxed approach to grooming which is exactly what Head & Shoulders is all about.”

Button, who races for the McLaren F1 team and has won two of the five races in 2010, says Head & Shoulders is a “grooming essential” for him and millions of British men.

P&G Beauty & Grooming business also owns male grooming brands including Gillette, Shockwaves and Wash n Go. It recently launched P&GGrooming.com, (www.pggrooming.com) a dedicated “digital influencer site” to provide information on its male grooming brands.

P&G is rumoured to be preparing to establish the P&G corporate identity on its marketing communications as the London 2012 Olympic Games approaches.

Readers' comments (2)

  • Great Move

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  • The F1 World Champion has dandruff - whatever next!

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