Cheerleaders and gospel choirs push Toni&Guy hair products in latest campaign via Emotive

TONI&GUY, together with content agency Emotive, has launched a video led campaign to promote two new shampoo and conditioner variants – Purple Shampoo & Conditioner; and Daily Detox with Charcoal Shampoo & Conditioner.

The videos personify the Purple and Daily Detox shampoo variants in the form of a Cheerleading / dance group (Purple) and a Gospel choir (Charcoal). A high fashion, musical performance challenges the two groups to take on a musical group that represents the problems that TONI&GUY products solve – brassy blonde and hair grime build-up. The campaign is aimed at fashion forward millennials.

VIEW THE CHARCOAL SPOT

VIEW THE PURPLE SPOT

The entertainment led approach includes a bank of video assets for each variant, designed to drive a full funnel result.

Says Leanne Landolfi, marketing manager, Unilever: “By virtue, our fashion focused millennial audience are always on the lookout for the latest and best in hair care. The challenge was to ensure that when they seek out or consider these innovations, TONI&GUY is unmissable and hard to resist. Therefore, the content needed to entertain, whilst also showcasing the more rational benefits of the products in a cluttered market.”

Says Andrew Cameron, creative director, Emotive: “Leaning on our audience insights, we knew our digital led campaign needed to have a strong music, dance and fashion focus to help drive engagement with millennial females. Our creative approach was to emulate classic music driven films with strong female characters, ensuring we entertained our audience whilst talking directly to benefits of the new products.”

The campaign launched nationally on Monday 23rd April, rolling out across TONI&GUY’s digital assets, along with in store, print and OOH.

Marketing Manager, Unilever: Leanne Landolfi

Media: PHD