The Shampoo to Beat All Shampoos

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Mickel Angelo A. Martinez EN 11 R-49 On the 1st of July 2007, Unilever launched its new shampoo brand: Clear Anti-Dandruff Shampoo. It claims to rid the hair of men and women alike of all dandruff, and nourish the scalp at the same time. Once it was launched, there was immediately alot of buzz over the product. Maybe it was because the product contained Zinc Vitanol, an ingredient not used in any other anti-dandruff shampoo. Or maybe it was just because it was marketed well, having high-quality television commercials and the international pop star, Rain, as its endorser. But nevertheless, after a few months the brand became incredibly popular, having elite Filipino celebrities such as Piolo Pascual, Bea Alonzo, and John Lloyd Cruz in its advertisements. Unilever was able to convince the consumers that Clear Anti-Dandruff Shampoo is the anti-dandruff shampoo to beat all anti-dandruff shampoos, thanks to its clinically proven formula and clever marketing. Clear Anti-Dandruff Shampoo’s clinically proven formula contributed to its fast rise in popularity. The formula contained a patented Zinc Vitanol complex that stops and prevents dandruff from recurring. It also contains Amino Acids, which nourishes scalp and hair, Vitamin E, an anti-oxidant that supports the body’s natural defensesand fights free radicals for healthy scalp and hair, and Sunflower Oil, which retains moisture in the scalp and provides a protective barrier from recurrence of dandruff. And this formula was basically appealing to the consumers; it challenged the consumers to buy the product, just to see if it actually worked. But the formula was not the only factor which brought up the popularity of Clear Anti-Dandruff Shampoo in the Philippines; Unilever’s marketing strategy was the biggest factor when it came to the popularity of Clear in the Philippines. Unilever was very creative when it came to marketing Clear Anti-Dandruff Shampoo; their advertisements were modern and attractive. Their television commercials were of high quality, had dramatic music, and a Hollywood-trailer style voiceover; which made it seem more like a perfume commercial than a shampoo commercial. But that was good, it was something different and unique, it made consumers feel as though they were purchasing a premium product. And in addition to their high quality commercials, the people within their commercials were of high quality too. Clear’s first television commercial in the Philippines was the commercial with Rain. At the very beginning of the commercial, Rain’s first line was “I use Clear”, which would already be very persuasive to consumers because Rain is an international pop star and if he uses Clear, then it must be good. Later in the commercial, Rain mentions that “looking good means no dandruff” and “Clear means no dandruff”. Basically this is an attempt to give consumers the hidden meaning that using Clear can be equated to looking good, which would help in further persuading them to purchase the product. One of Rain’s last few lines in the commercial is “I trust Clear”, which would persuade the audience much like the first line, because Rain trusts Clear, it makes consumers feel as though they can trust clear too. But this commercial only started Clear Anti-Dandruff Shampoo’s rise to popularity, the commercial that put Clear on top was the television commercial that had three elite Filipino celebrities: Piolo Pascual, Bea Alonzo, and John Lloyd Cruz. This television commercial starts off differently from the first commercial, this commercial attempts to persuade consumersdifferently. In the first commercial they used Rain and Rain alone to persuade the consumers; by having Rain say he used Clear. But in this commercial they use the consumers themselves that have already chosen Clear as their anti-dandruff shampoo; the voiceover asks consumers to join the group that have already chosen Clear. In this commercial their strategy was to create some sort of group of people...
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