I received the following press release from the brand manager of Head & Shoulders in Sweden. He happily confirmed to me that Henrik is indeed the new celebrity endorser for Head & Shoulders in Sweden. This news is so new, it hasn't even hit the press in Sweden yet! Read on for more information, including how you can win a trip to NYC to meet Henrik:
“King Henrik” signed on as new endorser for Head & Shoulders - Answering the question: “What’s on men’s minds?”
This spring, internationally renowned Swedish ice hockey goaltender Henrik Lundqvist becomes the new endorser for international hair care brand Head & Shoulders in Sweden. Lundqvist will be featured in Head & Shoulders’ new TV commercial and through a King Magazine collaboration based on the theme “What’s on men’s minds”.
Henrik Lundqvist, nicknamed “King Henrik” by fans and the New York media for his dominating play during his rookie season for the New York Rangers in 2005, has signed on to becomes Head & Shoulders’ new endorser from January 2011. The ice hockey pro will give his version to the overall campaign theme and share his thoughts, both in the TV commercial and through the King Magazine collaboration.
- "Becoming an ambassador for Head & Shoulders was an easy choice to make. With practice and matches almost every day, it is essential for me to use a suitable shampoo to keep hair issues off my mind. Whatever is on my mind out on the ice, it is not dandruff", laughs Henrik Lundqvist.
The campaign objective is to update and reposition the classic brand as well as reinforce and strengthen Head & Shoulders’ position as the leading anti-dandruff brand on the market.
Meet Lundqvist in New York with King Magazine
In addition to the TV commercial airing January 24th, Henrik Lundqvist will also be seen in a media collaboration with King Magazine – the most popular fashion magazine for men in Sweden. A competition where the grand prize is a trip to New York, the residential city of Henrik Lundqvist, with a meet and greet with the star will be presented to readers on www.kingmagazine.se. Just like Lundqvist, contestants will be asked to contribute with short insights on what is on their minds. The competition will begin on January 17th and run for a month.
- "We think this is a great opportunity to offer interesting content to our readers both online and offline. Henrik Lundqvist is a great athlete and a role model. He has become our favorite cover hero – no one else has been featured on the cover as many times as he has", says Per Nilsson, chief editor at King Magazine.
UPDATE: Reader Karoline has found the link to some Henrik Lundqvist Head & Shoulders videos. The only problem is they're in Swedish. If anyone out there would like to translate for us, it would be greatly appreciated. Check out Henrik's blue guitar, it looks awesome.
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