Procter & Gamble’s Head & Shoulders Launches PromParanoia Game.

Procter & Gamble announced that Head & Shoulders has launched PromParanoia (http://www.promparanoia.com ), a new Spanish language game for the US Hispanic teen audience that was created by Makinita LLC.

PromParanoia features Capitan Cool and Super Silky, who come to the rescue of prom night teens facing traumatic problems like dandruff, itchy scalp and tangled hair. Head & Shoulders has launched the game as a sequel to its originally successful game, Mission Refresh (http://www.missionrefresh.com ).

While on patrol over Caspita City during prom night, Capitan Cool and Super Silky are alerted that three students — Jorge, Gabriela and Miguel — are having terrible dandruff problems and desperately need Head & Shoulders to save their once-in-a-lifetime night. The students’ conditions are shown, and the appropriate H&S product is recommended to prevent the embarrassment of prom night dandruff. Players then select Super Silky or Capitan Cool as their hero with which to fight a variety of fungi, flakes and other obstacles in their struggle to save the students. Within each of the three levels, Capitan Cool and Super Silky use their Head & Shoulders power pack and shoot shampoo to eliminate the ever-present caspitos (flakes), as well as new dangers including fungi such as “Monchitos,” “Picachosos,” “Carranchitos” and
“Stinkosos.”

When a level is concluded successfully, the student is shown becoming the star of the prom and is featured in the local “Caspita Hoy” (Dandruff Today) newspaper.

PromParanoia players have the option to compare their scores in a Top 10 score page for the day, week, month and year. The game also includes a self- contained email application so it can be sent to friends.

“As a result of the great response to Mission Refresh among Hispanic Teens and taking into consideration how important it is for teenagers to look their best at prom night, Head & Shoulders decided to develop the PromParanoia game,” said Ana Agrelot, Head & Shoulders Brand Manager for the US Hispanic Market and Puerto Rico. “The new game makes managing dandruff cool and fun and encourages teens to take that important first step to manage and control dandruff.”

“Makinita created PromParanoia with Head & Shoulders to show how a difficult and embarrassing condition like dandruff can be transformed into a funny and entertaining game,” said Matt Rosenberg, President of Makinita LLC. “PromParanoia directly addresses what many teens across the US deal with during prom season and also helps to break down the barriers and embarrassment that dandruff sufferers may feel. It turns defeating dandruff into a victorious experience for everyone who has dandruff.”