Sunsilk Taps Madonna, Shakira, Monroe for Global Campaign
Haircare brand Sunsilk has enlisted the help of three well-known icons to launch its newest campaign—Madonna, Shakira and Marilyn Monroe, who died when she was 36 years old.
The effort, which will span three continents and 15 countries including India, Brazil, Thailand and Mexico, debuts with a TV spot airing during the Super Bowl on Feb. 3. It plays on life-defining moments in the three women’s lives and challenges other women to live life to the fullest.
The three “are celebrated not only for their accomplishments, but for living with passion and urgency, as well as having the confidence to take leaps of faith with their lives and their looks,” said Stan Cook, vice president of U.S. hair care operations at Unilever, in a release. “Our hope is to inspire a new generation of women to do the same.”
On Feb. 1, a contest kicks off at http://www.lifecantwait.com, where people can post their “life can’t wait” moments. Winners from across the globe, including one from the U.S., will become representatives for Sunsilk.
The day after the Super Bowl, Life Can’t Wait promotions will begin appearing on billboards in New York, Los Angeles and Chicago, along with nationwide TV spots. It will also be supported by homepage takeovers on key Web sites, including AOL, TMZ.com and MySpace.
DeGrippes Gob in Paris created the campaign.
OgilvyAction won a 2007 Pro Award for its work with the North American launch of Sunsilk, Unilever’s largest hair care product launch ever. The agency developed an edgy campaign, dubbed Hairapy, to target 25-year-old women.
It included guerrilla marketing, mini-movies, direct mail, a comprehensive Web site, gift cards, door hangers and branded premiums handed out in bars and at beaches. The Web site was advertised on bar napkins and martini glasses, among other places.
Tiffany Kurtz, the brand marketing manager for Unilever, who was responsible for the Hairapy campaign, was named a Market Leader by Promo in December 2006.
