Shampoo brand Head & Shoulders has announced it will partner with Tough Mudder, the active lifestyle brand and media company, as the official hair care partner for Tough Mudder’s 2017 UK events season.
Head & Shoulders recently launched its first ever male-specific range - Men Ultra and has now added sponsorship with Tough Mudder.
Tough Mudder events will now include the Head & Shoulders co-branded obstacle, Augustus Gloop. Upon completing the event, participants may shower at stations equipped with the latest Head & Shoulders product.
The Tough Mudder UK partnership will see a new direction for Head & Shoulders’ digital content, with the brand working alongside various new talent to co-create a mini-series aimed at embracing challenges.
P&G Hair Care brand manager Jo Vaughan said: “We see Head & Shoulders’ partnership with Tough Mudder as the perfect platform to engage with bold and brave consumers, in an environment which truly embodies overcoming and facing challenges.
“Tough Mudder gives people an opportunity to face their fears in a personal challenge, but receive the unique boost of camaraderie that comes from being a part of the ‘MudderNation’, and we’re excited as a brand to be involved. This campaign will enable us to take consumer engagement to the next level through the partnership and the digital activation that we have planned to support it.”
Donna Goldsmith, Tough Mudder’s Inc’s SVP of partnership marketing, international event licensing, corporate sales and merchandising, said: “Tough Mudder is thrilled to welcome Head & Shoulders to our UK family of sponsors in 2017. We are excited to enhance the on-site experience for participants by providing the Head & Shoulders Men Ultra products at our rinse stations, allowing Mudders to rinse away the mud from the day while leaving the event with a new sense of personal accomplishment and confidence.”