Leveraging Manny Pacquiao’s unmatched popularity in the Philippines, Head & Shoulders definitely punched through a strong message - the world’s No. 1 boxer uses only the world’s No. 1 shampoo!
This positioning transformed what could have been just another one of those Pacquiao ads cluttering the media landscape, into a strong contender for attention. It also elevated the competition from the local ring to the global arena.
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