Head & Shoulders is the world’s #1 Anti-Dandruff shampoo. However, in Indonesia, it remained a challenger brand. We realised that H&S’ biggest barrier to the Indonesian market is its brand name. Due to the sounds required to pronounce Head & Shoulders, Indonesians find it very difficult to say. Indonesians were using Head & Shoulders only when they didn’t have to ask for it and using simple-to-pronounce competitors when they did.