Head & Shoulders #JoinThePride Urges Fans To Adopt ‘3 Lines’ Hair To Support Lionesses

Head & Shoulders is activating its rights as the first official hair care partner of the England Men’s and Women’s football teams with a ‘Join The Pride’ campaign aimed to generating hair-led support for Lionesses ahead of the FIFA Women’s World Cup.

The integrated campaign is led by a rallying call urging fans to shave three lines in their hair (as a support salute to the three lions).

A month ahead of the summer’s France 2019 tournament, the P&G owned brand is inviting supporters to #JointhePride to get behind the team by display their support with three lines in their hair (as well as three lions on their shirt).

The campaign also includes a set of social videos featuring brand ambassador and UK TV presenter Claudia Winkleman at England’s St George’s Park training centre.

Winkleman (famous for her own fringe) is leading the brand’s rallying call in trying to persuade fans to adopt the patriotic hair style fashion statement: encouraging supporters to embrace their own individual twist on the style from three simple twists to a precision shave.

The campaign creative, linked by the #JoinThePride hashtag, is spearheaded with a social video series starring Winkleman (with 3 lines in her hair), a group of fans (all with their own triple chop hair salutes) and the Lionesses themselves.

These online videos include the launch ‘Join The Pride’ spot,

‘Claudia Winkleman Meets Lionesses’,

and ‘Winkleman Tackles Football Commentating With Alex Scott’.

Commenting on the campaign Winkleman said: “This summer it’s time to put three lines in your hair, for the three lions on your shirt, to support the Lionesses. The women’s team are so talented – I loved meeting them and getting to see them in action. However you choose to wear the three lines, we can get on board and support with both our hair (and with some chanting).”

The campaign was also supported by additional social content, OOH,

Pleased to see more brands affiliating with the #Lionesses . Fantastic unisex football campaign from @PGUK . #JoinThePride pic.twitter.com/6xHkQCmXkP

— Russell Levin (@sportruss) May 31, 2019

PR, influence and product/England team giveaway threads.

So grateful to receive this in the post today! Thank you @Headshoulders @Lionesses @ClaudiaWinkle @bmeado9 @keira_walsh #jointhepride such an unexpected gift from the advert in April pic.twitter.com/T3EnibDfMQ

— Caitlìn Walker (@CAWalker19) May 29, 2019

Comment:

Its an interesting idea and, while some fans are taking up the hair challenge,

Your mascot is on her way @Lionesses with 3 lion’s on her chest and 3 line’s in her hair. @stephhoughton2 #WomeninFootball #WorldCup2019 #JOINTHEPRIDE pic.twitter.com/9RhQC3ydav

— finlayr91 (@RossFinlay12) May 31, 2019

we can’t help but wonder quite how many will genuinely get involved with a 3 lines cut.

Back in September 2018 The Football Association penned a two-year partnership with the P&G shampoo brand in a tie that saw Head & Shoulders become the official haircare partner of the England men’s and women’s teams.

This partnership saw the P&G brand joined a growing number of mainstream sponsors embracing the women’s game: other partners who have recently signed up as new partners include Boots (see case study), Mars and Lucozade (see case study).

Sports is, perhaps surprisingly, an increasingly important pillar in the brand’s global marketing strategy.

With recent work ranging from ads featuring football brand ambassadors such as French star Antoine Griezmann and Italian goalkeeping icon Gianluigi Buffon,