Head & Shoulders embraces misheard names in Indonesia campaign

Head & Shoulders Indonesia is once again turning consumer quirks into brand storytelling with a playful twist in its latest activations. The shampoo brand temporarily rebranded its social media handles to ‘Het & Soldier’ on Instagram and ‘Het en Soder’ on TikTok, a move soon revealed as part of the #BebasKetombeBerharihari campaign.

The initiative encourages Indonesians to embrace their own way of pronouncing the brand’s name, flipping a long-running cultural habit into a powerful creative strategy.

The idea builds on past efforts - in 2019, Head & Shoulders released limited-edition bottles with alternative spellings such as ‘Het & Soljer’ and ‘Hat & Shoulders’. This year, the campaign extends further into digital, harnessing the energy of viral content.

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A TikTok video by user Ardi (@akhirnyadownloadt1ktok), featuring his mother, Dian, searching enthusiastically for the shampoo in a minimarket, struck a chord with audiences. The clip has since surpassed 20 million views and more than 2 million likes, prompting the brand to collaborate directly with the duo.

Ayu Aradhita, brand director for haircare at P&G Indonesia, said the campaign reflects the company’s creative push on digital platforms. The approach speaks across generations, encouraging consumers to switch to Head & Shoulders shampoo, which tackles oily dandruff and provides long-lasting scalp protection.

“Through this campaign we would like to invite all Indonesians, both our consumers and potential consumers, to know that it does not matter how our brand is pronounced. What matters is that by using Head & Shoulders shampoo, dandruff problems on your scalp can be resolved,” Aradhita said, as quoted by Warta Ekonomi.

She also thanked Dian and Ardi for their recent content, noting how it resonated with the public and highlighted the brand’s relevance. The pair now star in Head & Shoulders’ latest digital commercial on YouTube, appearing alongside celebrity ambassadors Joe Taslim and Boiyen.

This marks the first time Head & Shoulders has brought loyal consumers into a campaign alongside its high-profile endorsers. The brand also launched an online audition, #BintangIklanHS, inviting the public to join in and compete for a chance to act in the campaign.

“Head & Shoulders’ effort to collaborate with its consumers in this campaign demonstrates that their voices are the most honest form of review - and ones that truly matter to be heard,” added Heru Syahdio, brand communications manager for haircare at P&G Indonesia.

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