Early this year, Unilever began a massive, all-out launch of it's new anti-dandruff shampoo, CLEAR. In the Philippines they even used Bea Alonzo, John Lloyd Cruz and even (papa) Piolo Pascual for their Black Valentine's campaign (oooh...so expensive) add to that roster Korean hit sensation Rain. After all those months, I never heard anything from Head and Shoulders (H&S).
As a person interested in marketing (then.....now I really have to be interested in it! hehe) I was intrigued how they would retaliate to this full-on attack by a new entrant in the market. Would they launch a new line? Get a new endorser? Cut prices? Launch a counter campaign too??
As a person interested in marketing (then.....now I really have to be interested in it! hehe) I was intrigued how they would retaliate to this full-on attack by a new entrant in the market. Would they launch a new line? Get a new endorser? Cut prices? Launch a counter campaign too??
NO! The best they can do is to shove up our boob tube Richard Guttierez of Asero letting us know what's on his mind/life because he doesn't have dandruff. Another is an ad of people (including Angel Locsin) unified in saying that Head and Shoulders is number one in the world.
Well okay, I just don't see the point of the H&S commercials..it's like a person asked you a question and the answer you gave is totally off!! Still waiting for them to make a better retort.
So after that long introduction on why this popped out of my mind, I basically shared this thought in class to be discussed..to which a classmate of mine told us that...
CLEAR is the re-packaged, re-branded GARD!!
How's that for clever(?) I mean bringing back to life a product that has long been in decline!
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