Ica and Head & Shoulders entered a collaboration by hockey star Henrik Lundqvist is visiting this week Ica advertising.
- Formica advertising soap is one of the most enjoyable in Sweden and their humor go hand in hand with that we run on in Head & Shoulders, so it was a clockwork collaboration, says Henrik Lundqvist in a press release.
Henrik Lundqvist has been the face of Head & shoulders ever since the year 2011. Now, the first time he was seen in a different shampoo context than in their own commercials.
- Formica brand is so strong that we almost can juice up there and play with other brands' positioning. Our commercials have had guests over the years and it becomes fun when one borrows a character from another brand's clear identity, says Mats Liedholm, Marketing Director of ICA Sweden, in the press release.
In the film drops the first snow down Henkes shoulders - something that can easily be mistaken for dandruff. When Henke gets hints that there are shampoos for dandruff, he is surprised.