Head & Shoulders(R) announced today a
partnership with two-time Super Bowl Champion, Pittsburgh Steelers safety Troy
Polamalu, as the official spokesperson for the brand. Together, they will be
working with Operation Once in a Lifetime, a non-profit organization dedicated
to making the dreams of soldiers come true, to grant the wishes of seven
deserving US soldiers.
In tandem with the partnership, Head & Shoulders launched
www.TroyTacklesMore.com last week as a hub for men to engage with Troy and the
NFL on the site. Consumers have the opportunity to "click" to donate one
dollar on behalf of Head & Shoulders and Troy to fulfill the dreams of the
seven soldiers. Head & Shoulders is also pledging thousands of bottles of
shampoo over the next six months to the Return Respect Program, an initiative
created by Head & Shoulders and Operation Once in a Lifetime to stock US
barracks, which are currently lacking in toiletries, for returning soldiers.
"The Head & Shoulders partnership with Troy Polamalu and sponsorship of the
NFL is a natural fit for the brand as both stand for excellence, leadership
and performance. Many NFL players already use our hair care products in the
locker room and now we are making Head & Shoulders an integral part of their
grooming routines after they leave the field," says April Anslinger, Brand
Manager of Head & Shoulders at Procter & Gamble. "Together with Troy, we are
proud to support Operation Once in a Lifetime to help make the dreams of seven
deserving US soldiers come true."
Troy's hair, his well known trademark, is a tribute to his Samoan roots and,
in his culture, represents power and strength. "Between my intense practices
and rigorous workout routine, my hair takes a good beating. Head & Shoulders
keeps it looking healthy and great so I don't have to worry about it," says
Troy. "I need to keep my hair in great shape and I know that starts with a
healthy looking scalp, something Head & Shoulders always helps me take care
of."
When he is not stifling opposing offenses, Troy will be tackling a more
personal mission with Head & Shoulders and Operation Once in a Lifetime, a
cause that is near and dear to him as he views these service men and women as
the true heroes. Together they will work with Operation Once in a Lifetime to
identify and select seven deserving soldiers to have their dreams fulfilled.
Their wishes will be announced at www.TroyTacklesMore.com, with one dream
revealed each week beginning September 14th until October 26, 2009.
"With over 200,000 soldiers returning stateside in 2009 alone, many of these
men and women don't even have the means to purchase the most basic
necessities," says Sergeant Patrick Sowers, founder of Operation Once in a
Lifetime. "Now soldiers and their families across America will receive
first-hand help with the distribution of thousands of Head & Shoulders
products thanks to the Return Respect Program."
Over the years, Head & Shoulders has led the way in scalp care. While known
for its dandruff efficacy, Head & Shoulders offers seven distinct scalp and
hair care benefits, including relief from itchiness, dryness and irritation to
produce great and healthy looking hair. Visit www.TroyTacklesMore.com to learn
more about Head & Shoulders and how you can help give back to America's
soldiers.
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