HeadOn

HeadOn was an American brand of homeopathic topical headache products owned by the Florida-based Miralus Healthcare. The brand achieved notoriety due to a viral 2006 commercial consisting only of the tagline "HeadOn: Apply directly to the forehead" repeated three times. An earlier commercial claimed the product provided headache relief but was pulled after objections from the Better Business Bureau. The commercial garnered widespread criticism for its loudness, lack of information, repetitiveness, and low production values. No clinical trial has ever found evidence for the product's efficacy, and medical experts have widely described it as a placebo. HeadOn gained notoriety due to its repetitive advertisements on late-night television, including on Wheel of Fortune, re-runs of Seinfeld and The Weather Channel. In March 2006, the National Advertising Division of the Better Business Bureau objected to an older HeadOn commercial that claimed that HeadOn provided headache relief, citing insufficient evidence that the product was effective. The organization threatened to forward the case to the Food and Drug Administration and the Federal Trade Commission. In response, manufacturer Miralus Healthcare removed all factual claims about the product from their commercials. Miralus Healthcare tested several potential commercials using focus groups; the focus groups reportedly recalled ads with repetition much more than with any other method.