HEAD & SHOULDERS MENTHOL FRESH TOUR: A FRESH Retail Experience
With an activating Retail Experience, EAST END brought the new Head & Shoulders Menthol Fresh Shampoo directly to consumers—refreshing, interactive, and close to the point of sale.
Task & Goals
To launch the new Head & Shoulders Menthol Fresh Shampoo, an attention-grabbing roadshow was to be implemented across Germany and Austria. The goal was to translate the product’s refreshing effect into a tangible brand experience, raise awareness among new target groups, and encourage them to try the product and participate in the activation.
The tour stops were strategically positioned near drugstores where the new shampoo was available for purchase. In this way, the activation combined an emotional product experience with immediate proximity to the point of sale.
Idea & Implementation
EAST END developed an open-plan roadshow module measuring 7.5 × 5 meters, which was used at six locations in Düsseldorf, Hamburg, Berlin, Munich, Vienna, and Frankfurt am Main. The experience space translated the cooling freshness of Head & Shoulders Menthol Fresh into an activating brand world featuring playful and digital touchpoints.
A central element was a custom-developed photo opportunity. Visitors could save their pictures directly to their smartphones and access the Head & Shoulders online shop through the digital application. Those who shared their photos on Instagram or TikTok also had the chance to win a padel session. The competition and the involvement of influencers at each tour stop were organized by the influencer agency YKONE.
On the opposite side of the module, a playful Ice Cube Challenge created an additional activation moment. Within a set amount of time, participants had to catch as many ice cubes as possible. Successful players were rewarded with a drinking bottle or a Head & Shoulders Menthol Fresh Shampoo.
By combining product staging, social media activation, digital extension, and gamification, the concept created a holistic brand experience that made the product’s central characteristic—intense freshness—tangible across every touchpoint.
Result
The Head & Shoulders Menthol Fresh Tour brought the new product directly to consumers at six high-traffic locations. Across the tour, more than 4,600 shampoos and 7,000 drinking bottles were used for product experiences and prizes.
The strategic proximity to selected drugstores effectively connected the brand activation with an immediate purchasing opportunity. At the same time, the digital photo opportunity, the link to the online shop, and the social media mechanic extended the experience beyond the physical activation space.
The roadshow succeeded in not only communicating the refreshing effect of Head & Shoulders Menthol Fresh but also making it directly tangible through an attention-grabbing and interactive experience.
