The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

August 1, 2011 | 2 min read

German caffeine shampoo brand Dr Kurt Wolff has tasked Smoking Gun PR with raising the profile of its men’s shampoo brand, Alpecin, as it launches its latest burst of summer TV advertising.

The shampoo, which claims to help protect against premature hereditary hair loss, will be promoted by the Manchester PR agency, which will activate a campaign that will raise awareness of the benefits of using the product, through national press, radio, men’s magazines and online.

Targeted sampling will also be initiated with a focus on product delivery to males in their 20’s and 30’s.

Rick Guttridge, managing director for Smoking Gun, commented: “Figures suggest that 50% of men are effected by premature hair loss, so it’s no wonder this product is flying off the shelves already. We’ll be looking into the wider issues around ageing and stress to engage with guys who might not know that they can do something very simple and cheap about their hair.”

Hendrik Liekenbrock, head of international sales added: “Alpecin has been incredibly popular here in Germany and the UK is a similar market in many ways. We hope that by communicating the key causes of premature hair loss and our in depth research into its treatment, we can encourage a whole generation of men to take action to safe guard its hair.”

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