Head & Shoulders has taken the idea of “cool” to a whole new level in Thailand. Partnering with creative agency CJ WORX and ice cream brand Guss Damn Good, the shampoo brand launched a new ice cream flavor inspired by its Cool Menthol formula. Aptly named Cooling Blue Cream, Blue Salt, the treat promises a “Sweet Salty Crunchy” experience that mirrors the refreshing sensation of washing your hair with Cool Menthol.
The campaign, themed “Live Life Fully,” extends the iconic cooling effect beyond the shower. By translating the scalp-cooling sensation into a taste experience, the team created an innovative way for consumers to connect with the brand. Ice cream became a universal symbol of chill, making the product experience both relatable and playful.
CJ WORX emphasized that this wasn’t just a gimmick. The concept turned a routine product trial into a memorable brand moment, where people could literally feel the coolness through flavor. By linking the intensified 33% stronger Cool Menthol formula to a tangible, fun experience, the campaign engaged audiences in a completely new way.
The launch made waves immediately. The ice cream sold out within hours and sparked buzz both online and offline, demonstrating the power of experiential marketing in creating a viral moment. Consumers were drawn to the novelty, the taste, and the playful connection to the shampoo’s signature feature.
The campaign’s bold statement challenges traditional marketing norms: “If a shampoo dares to step outside the bathroom, why should our ideas stay trapped inside the same old media?” With this unique activation, Head & Shoulders proved that even everyday products can surprise, delight, and redefine how brands engage with audiences.
