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Press release from Business Wire

Head & Shoulders® Launches Ad Campaign Featuring Lionel Messi

<p class='bwalignc'> <i>The brand joins forces with the world's top soccer player to connect with U.S. Hispanics via their passion for soccer</i> </p>

Wednesday, November 07, 2012

Head & Shoulders® Launches Ad Campaign Featuring Lionel Messi16:37 EST Wednesday, November 07, 2012 CINCINNATI (Business Wire) -- Head & Shoulders announced today that Lionel (Leo) Messi, beloved Argentinean soccer player, is appearing in a series of ads designed specifically to reach U.S. Hispanic males. Join us on as we welcome Lionel Messi to the Head & Shoulders family! (Photo: Business Wire) Messi's charisma, talent and confidence on the field where a natural fit for Head & Shoulders as the brand continues to connect with fans via their passion for sports and seeks to speak to the ever-growing Hispanic market. The worldwide-sports star joins a distinguished roster of U.S. all-star athletes including Troy Polamalu from the Pittsburgh Steelers, Joe Mauer from the Minnesota Twins, and most recently, the most decorated Olympian, Michael Phelps. The three time FIFA world player has been a fan of the brand for years. “The fact that Leo is a fan of Head & Shoulders®, and now our ambassador, gives us a tremendous opportunity to be able to create a personal connection with our Hispanic male consumers,” said Michael Saabia, Brand Manager. Throughout the campaign in the U.S., Messi will be promoting the line Refresh for Men through TV and online ads. In addition, Messi's fans will be able to obtain up-to-the-minute sports stats and photos of the athlete through the newly redesigned Facebook tab, The ads were created by Dallas-based Dieste and join a series of ads in Latin America featuring the star since July of this year. Head & Shoulders Refresh for Men cools the scalp for an exhilarating sensation that helps you keep your head in the game. Infused with natural mint extract it provides a cool refreshing clean and up to 100% flake-free hair*. Head & Shoulders is known for its unparalleled technology that provides 7 benefits which includes: fights dryness, clams itching, relieves irritation, reduces redness, controls oiliness, removes flakes and leaves hair beautiful. *visible flakes with regular use About Procter & Gamble P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands. Photos/Multimedia Gallery Available: Fleishman-HillardNathalie Alberto, 305-520-9030Email: