Procter & Gamble Co., Cincinnati, this week breaks a campaign launching Head & Shoulders Refresh, an extension of its dandruff shampoo line with mint. TV spots from Head & Shoulders Hispanic agency Fova, New York, break April 15, and print ads from Euro RSCG Tatham, Chicago, break in May magazines. P&G terminated Tatham last month and moved the Head & Shoulders North American account to Saatchi & Saatchi, New York, which already handled the brand in Europe. P&G wouldn't disclose spending for the launch, but it put $34.2 million behind the Head & Shoulders brand in 1998, according to Competitive Media Reporting.
Copyright April 1999, Crain Communications Inc.