Head & Shoulders and Pittsburgh Steelers Brett Keisel announced that L.A. Angels pitcher C.J. Wilson is the brand's new "Mane Man." The announcement was made during a media event in New Orleans, LA., in sync with Super Bowl XLVII. (Keisel is shown, sniffing Wilson's hair, courtesy of Head & Shoulder's Facebook page).
Head & Shoulders says Wilson was the ideal choice, citing one of the reasons as, "he has one of the most popular Twitter accounts in baseball."
Wilson will represent the brand throughout 2013 and will introduce its newest product - Head & Shoulders with the scent of Old Spice.
“We are excited to bring these two iconic brands together..." said Michael Sabbia, brand manager, Head & Shoulders, North America, Procter & Gamble. “Having a guy like C.J., who shows confidence both on and off the field, is a great way to bring scalp and hair care to the forefront for guys everywhere.”
C.J. will be featured in an exciting and integrated campaign that will include traditional advertising, public relations, in-store displays at major retailers and a consumer engagement movement set to launch in March of 2013.