Procter & Gamble (P&G) has reaffirmed its support for Wash&Go with a new tie-up with the Football League.
The Wash&Go “Good Sport” award has been created to support the latest addition to the Wash&Go range, Wash&Go Sport, which includes green tea, lemongrass and mint, and comes in a football-themed bottle.
The move is likely to surprise industry observers, as Wash&Go trails market leaders Head&Shoulders and Pantene by a large margin and many had expected P&G to sell the brand.
The initiative will result in the brand tying up with TV sports programme Soccer Night in the ITV west region. Viewers will be invited to nominate a moment, from a virtuoso goal to an example of good sportsmanship.
The clip will then be played on Soccer Night that week, the viewer will receive a prize and the nominated player will be door-stepped by a reporter who will present the Good Sport award.
Wash&Go brand manager Harriet Sims says: “Wash &Go continues to outperform expectations and plays a key part in P&G’s portfolio.
“It revolutionised the way consumers care for their hair as the original two-in-one shampoo in the 1980s, and we aim to continue to grow market share,” she adds.