Head & Shoulders announced a new partnership today with NFL player Troy Polamalu, who is known equally for his wild hairstyle as his on-the-field play. The two-time Super Bowl champion has been drafted as the official North American spokesperson for the brand, a sponsorship that is being promoted via TV spots and a new website, TroyTacklesMore.com. Media was handled by SMG.
The site was designed to the engage the NFL fan, Tala Arous, PR manager, hair care and cosmetics, P&G Beauty, tells MiC. ‘Football fans love to find the latest stats and info about their favourite teams and players,’ she says. ‘This site enables football fans to be even more engaged with their favourite game.’
Targeting the male 18-to-49 demographic, the website features Troy prominently, asking viewers, ‘Think I can manage my mane alone?’ Its main (mane?) features include a blog called Blogamalu, and an interactive 3D game, using the viewers’ web cam and microphone, that allows them to tackle dummies that look just like Troy.
The campaign is set to run throughout the NFL season, September 2009 to January 2010.
