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P&G hair care brand Head & Shoulders announced Argentinean soccer player Lionel (Leo) Messi is appearing in a series of ads designed specifically for the brand to reach U.S. Hispanic males. Messi’s charisma, talent and confidence on the field where a natural fit for Head & Shoulders as the brand continues to connect with fans via their passion for sports and seeks to speak to the ever-growing Hispanic market.
The three-time FIFA world player has been a fan of the brand for years. “The fact that Leo is a fan of Head & Shoulders, and now our ambassador, gives us a tremendous opportunity to be able to create a personal connection with our Hispanic male consumers,” said Michael Saabia, brand manager. Throughout the campaign in the U.S., Messi will be promoting the line Refresh for Men through TV and online ads, and Messi’s fans will be able to obtain up-to-the-minute sports stats and photos of the athlete through the newly redesigned Facebook tab, www.HombreMVP.com. The ads were created by Dallas-based Dieste and join a series of ads in Latin America featuring the star since July of this year.