Head & Shoulders' recent success with Mexican females came at the expense of its core, male target. Men recalled current brand TV copy, but believed it spoke to women and was not male-relevant. The media goal was to counteract this attitude, reviving male loyalty to Head & Shoulders.

Top-of-mind brand awareness measured with males increased by 33%, and 96% of men who watched La Jugada recalled the brand message. Male Head & Shoulders exclusive usage, a loyalty measure, grew 5% and the campaign attracted additional consumers, with total male users up 17%.

La Jugada’s primary character and a celebrity amongst Mexican men, El Compayito, is a puppet who hosts the programme’s televised soccer games. A series of eight, thirty-second, entertaining vignettes were crafted under direction of the media team and aired during the show, whereby El Compayito fell in love with Jacqueline and tried desperately to get her attention. Unfortunately for him, she did not respond and the shampoo remained her one true love.

Television acted as the engaging, involving contact, leading the way for strategically placed content to return much-needed masculinity to the product and ensuring that men no longer saw Head & Shoulders as only a women’s brand. The plan was eye-catching and interruptive as the first media plan of its kind within La Jugada.

Mexican men are extremely passionate about their sports and “their” women, moulded in the old attitude of Latin "machismo". While men recalled Head & Shoulders advertising because of the beautiful, featured model Jacqueline Bracamontes, they still saw the ad as “for women” and did not feel personal relevance. Strategy was built on men’s bond with the media vehicle: La Jugada, the show where men go for the latest sports news. The plan was to increase male brand relevance by having the programme’s relatable host character fall in love with the Head & Shoulders model.