Fans Get #ScalpBrave with Head & Shoulders and Rob the Original
Soccer fans have a reputation for being passionate. Whether sporting their team’s gear, painting their faces or replicating their favorite player’s hair style, the dedication to the sport and also one’s national identity is undeniable. While this passion can be felt internationally year-round, it becomes even more present during moments like the Copa America tournament.
This June, the Copa America tournament set foot in the U.S. for the first time. As a sponsor of the tournament, this provided our client Head & Shoulders an opportunity to reach diehard soccer fans in a unique and engaging way. As part of the brand’s #ScalpBrave campaign, Head & Shoulders hosted a pop-up salon at the Rose Bowl Stadium Fan Plaza in Pasadena, CA last week before the Mexico vs. Jamaica match. Furthermore, the brand partnered with creative hair artist Rob the Original to take scalp care and the idea of being #ScalpBrave to a whole new level.
Rob the Original, who uses the scalp as a canvas for his art, and three other barbershelped 30+ fans be #ScalpBrave by shaving pre-aligned hairstyles into their hair, encouraging them to be bold and to celebrate the confidence that comes from having a healthy scalp and great-looking hair. Fans embraced a variety of #ScalpBrave haircuts, but FOX Sports reporter Andy Nesbitt was the most #ScalpBrave of all as Rob carved a portrait of our ambassador Sofia Vergara into his hair, which was streamed via Facebook Live.
Following Fan Plaza, fans headed to the Mexico vs. Jamaica Copa America match with more confidence in their team than ever. Confidence that came from being #ScalpBrave.
Visit @HeadShoulders Twitter for more coverage from the event.