Goal: To make Rogaine as common as toothpaste in men's bathrooms. But most men are still reluctant to talk about a common problem.
Advantage: Signing sports celebrities like tennis star John McEnroe and NFL player Jim Kelly for promotional purposes, not necessarily to be used in advertising.
Setback: Michael Jordan popularizing the shaved head look.
Opinion: Consumers are often wary, but they only want reassurance. When Rogaine offered a money-back guarantee, sales boomed.
Fact: Emotional issues trigger men's desire to regrow hair. For women, marketing messages must be very factual and rational; the emotional aspect is less important.
Strongest weapon: Demonstration. There is no substitute in marketing for showing believable, real results and word-of-mouth.