CINCINNATI: Procter & Gamble's Head & Shoulders shampoo brand has teamed up with Marina Maher Communications on the charitable “Season of the #Whiff” campaign.
A key goal of the effort is to raise money for the long-running Reviving Baseball in Inner Cities (RBI) program. It is also promoting Head & Shoulders with Old Spice, a product that combines its Head & Shoulders shampoo with the scent of Old Spice.
Marina Maher Communications is managing PR for the effort, while Riber Sports Marketing Group is handling sports marketing and Saatchi & Saatchi is overseeing advertising.
Since its inception in 1989, RBI has helped more than 200,000 boys and girls in underserved and urban communities get the opportunity to play baseball and softball, according to Major League Baseball.
“It's a meaningful program because it is about driving confidence in boys and girls, and confidence is what Head & Shoulders is all about,” said Scott Slattery, VP at Marina Maher Communications.
During this Major League Baseball season, the brand will make a $1 donation every time a batter strikes out – or “whiffs.” The brand will also donate $10,000 each month to the local RBI chapter of the team with the most tweets from fans using the campaign hashtag and the team's handle.
The strategy is a change from a previous Head & Shoulders MLB-focused campaign called “Hats Off” in which the brand awarded a cash donation to the team with the most tweets pointing out great baseball moments by the end of the season. The brand realized that starting with a clean slate each month would improve momentum and interest in the campaign from all teams, Slattery said.
“Also, we know that the people watching the games are on Twitter already talking about the game and the plays, so we wanted to make sure so we capitalized on those habits,” said Mary Woods, communications manager for Head & Shoulders North America. “So it's a win not only for the brand, but for the MLB and RBI, as well, because it keeps the conversation going on Twitter.”
The brands will also create kits so that each RBI chapter can raise awareness about the effort grassroots-style, as well as use events, traditional and social media outreach, and paid video ads.
There will also be a full takeover and wrap of the 7 train in New York City from June 1 to July 31. The subway line goes from Times Square in Manhattan to Willets Point in Queens, the location of Citi Field and the 2013 All-Star Game.