Unilever is to invest £4m in a marketing campaign for its Sunsilk brand. The main attraction will be its brand ambassadors, British pop band, Girls Aloud. The launch will include activities such as TV advertising and on-pack promotion and is set to promote not only the existing range but also its new product, Fresh and Flowing shampoo for normal to greasy hair.
Brand manager for Sunsilk explained: “We're very excited about linking with Girls Aloud as we've never featured celebrities in our advertising before. We believe Girls Aloud are perfect ambassadors to front the campaign, not only are the girls style icons to our target consumer, they also have a variety of looks and hair types that fit well with our variant platform.”
The campaign opens on 4 June for a two month period. Customers will be encouraged to enter a competition via text to win a £1000 shopping trip every 24 hours which is to be advertised on Sunsilk tubes.