Anger as Head & Shoulders online samples run out during TV campaign

by Julia Pearlman, Brand Republic 14-Apr-05, 08:00

LONDON – A television ad promoting an online offer for Head & Shoulders Sensitive proved to be so popular with consumers that Procter & Gamble ran out before the spot's run had finished, prompting complaints from viewers.

The Head & Shoulders ad created by Saatchi & Saatchi offered a free sample of the shampoo by logging on to the Head & Shoulders website.

It was taken off air on February 13 after viewers who logged on to the site on February 11 found that the offer had already ended, resulting in something of an own goal for P&G.

Procter & Gamble said that it had gone on the results of previous campaigns and had received three times the expected level of interest for free samples.

The Advertising Standards Authority said that the company should have had sufficient stock to meet anticipated demand even though the take-up of previous campaigns was lower.

It found that the ad should have been removed when an increased demand gave the possibility that orders might not be fulfilled before the television campaign finished.

The advertiser responded with an apology to its viewers.

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