VO5 Takes on a Younger Look
VO5 has launched a multi-million dollar marketing effort to dust off its VO5 brand and pitch it to a younger audience.
The 50-plus-year-old brand, Extreme Style by VO5, is being repositioned with striking new packaging, product placement, print and TV ads, as well as online initiatives.
At http://www.VO5.com, an edgy destination features a salon where visitors can upload a photo and virtually change their looks. The Ultimate Flirting Championship lets people create an avatar and meet other virtual singles across the country.
The brand is also sponsoring this year’s MySpace Concert Tour featuring artists Hellogoodbye and Polysics. The tour schedule is available at the site as is a sweepstakes awarding $100,000.
“We are shifting our focus to how hair can define individuality,” said Robert Keen, Alberto VO5 marketing director, in a statement. “Just as today’s young generation exemplifies a fresh new direction in life, VO5 begins its journey of changing the way we communicate to this highly eclectic group of influencers.”
Print ads and television spots break this fall. The 30-seond TV spot, created by Element 79, is airing on cable stations like MTV, VH1 and FUSE.
The ads feature a steamy encounter where a young woman uses VO5 to style her hair, which attracts the interest of a young male neighbor. The spot culminates with a passionate rooftop embrace. The print campaign focuses on both young men and women breaking the rules in everyday situations. The ads are designed by EVB and can be found in national magazines.
Celebrity hair stylist Erin Anderson has been signed as a spokesperson.
This fall, VO5 is partnering with VH1 to become the official hairstyling product of the new reality show “America’s Most Smartest Model.” Fourteen models will live together in a house and compete to determine which of them has what it takes to be the smartest model.
The new Extreme Style by VO5 line hits shelves at mass market outlets and drug stores in August and is available for $3.49 in varieties including: Weightless Volumizing Mousse, Curvaceous Curls Volumizing Mousse, Max Hold Hairspray, Volume Blast Styling Spray, Ultimate Hold Power Gel and Reworkable Putty.
