The Shampoo to Beat All Shampoos

1234 Words Jan 28th, 2009 5 Pages
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 …show more content…
In addition, the commercial mentions that the group is composed of ten million people, which would be very appealing to consumers because if that much people are using the product, then it must be effective and good. And in the same commercial they have three elite Filipino celebrities to further persuade consumers into buying the product. This part would be similar to the first commercial with Rain, but more appealing to the Filipino market, basically because the endorsers in these commercials are Filipino celebrities. Another important factor seen in every Clear advertisement is the use of the color black. Their campaign has always emphasized that the color black meant freedom from dandruff. If you think about it, the color black for Clear can symbolize shiny black hair, or confidence; because wearing black is often avoided by those who suffer from dandruff. And this was creative; it makes the advertisements unique and eye-catching because they’re the only advertisements wherein the people, the background, and pretty much everything is colored black. Black is mysterious, classy, and elegant, and it makes it seem as though the Clear commercials were perfume commercials, which makes them unique. It makes consumers feel as though they’re buying a premium product, even though the product is actually just about 10 pesos more expensive than regular anti-dandruff shampoos. When we talk

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