Euro RSCG gets ladies in a lather with VO5 press campaign launch
Released on: September 17, 2008, 10:03 am
Press Release Author: Propeller Communications
Industry: Advertising
Press Release Summary: Euro RSCG today unveils the press campaign for VO5 Hot Oil – set to reinvent the cult status of VO5 Hot Oil as a miracle product, using the proposition “The one minute wonder”.
Press Release Body: Launching with tongue-in-cheek straplines including, “It took me by surprise in the shower” and “The best 60 seconds of my life” the campaign sets to push VO5 Hot Oil to the top of women’s mental shopping list.
Launching this week in Grazia magazine the press campaign will run six separate executions across key women’s lifestyle titles.
The campaign will promote the 30-year heritage of VO5 Hot Oil, positioning it as the unbeatable intensive conditioning treatment that has stood the test of time. The executions will feature a series of close-up shots of blonde, brunette and auburn hair highlighting VO5 Hot Oil as a miracle product that takes just one minute to repair, care and protect hair.
Vicky Metcalfe, VO5 Global Marketing Director, Alberto Culver said: “We were very excited about this campaign as soon as the idea was presented. We love the impact of the gorgeous hair close ups combined with the bold and evocative statements that make you smile and want to know more. The idea works well through the line and will be used in several countries.”
Euro RSCG London creative director, Mark Hunter said: “The best creativity is about finding a contagious idea – creating involvement and reaction that literally ‘infects’. By that measure the VO5 Hot Oil press campaign is a colourful, cheeky revival for a brand that has a long-standing and respected heritage.”
Campaign Details: Client name and title: Vicky Metcalfe, VO5 Global Marketing Director, Alberto Culver The brief: To make VO5 a cult product again under the proposition “there’s so much power in one little tube”. Creative Agency: Euro RSCG Copywriter: Dan Kenny, Adam Johnson Art Director: Dan Kenny, Adam Johnson Agency Planner: Alison Ashworth Agency Art Buyer: Bel January Media agency: Carat Media spend: £0.5 million Photographer: Tim Hogan
About EURO RSCG:
Euro RSCG London is a top ten UK advertising agency with a client roster including Citroën, 3 mobile, EDF Energy, News Group Newspapers, Peugeot and Reckitt Benckiser. Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing communications agency made up of 233 offices located in 77 countries throughout Europe, North America, Latin America and Asia Pacific.
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