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CINCINNATI — Minnesota Twins all-star catcher Joe Mauer has become a brand ambassador for Head & Shoulders.
The Procter & Gamble shampoo brand said Tuesday that Mauer will be featured in an integrated marketing campaign that includes traditional advertising, public relations, a Head & Shoulders for Men Facebook fan page, in-store displays at major retailers, and a consumer engagement movement set to launch in July.
Representing the brand throughout the 2011 MLB season, Mauer "trusts Head & Shoulders to keep both his head and hair in the game," according to P&G.
"I rely on Head & Shoulders to clean my scalp for great-looking hair so I can give 110%, both on and off the diamond," Mauer said in a statement.
P&G noted that the relationship with Mauer accompanies the Head & Shoulders brand’s entry into Major League Baseball, for which the product is the official shampoo.
"We’re thrilled to welcome Head & Shoulders into the MLB family and very glad to see them partner with Joe Mauer, one of the most popular players in all of baseball and a perennial all-star," commented Lou Koskovolis, senior vice president of corporate sales and marketing for Major League Baseball.
Mauer is the latest member of the Head & Shoulders brand ambassador team, which also includes National Football League defensive star Troy Polamalu of the Pittsburgh Steelers.
"Sports are a common ground for the people who use our shampoo and having genuine and likeable star athletes like Joe and Troy can help guys become more aware of the importance of hair care and grooming," stated April Anslinger, North America brand manager of Head & Shoulders at P&G.
