The Shampoo to Beat All Shampoos

Topics: Marketing, Television advertisement, Infomercial Pages: 3 (1219 words) Published: January 13, 2009
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...
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