BRITNEY SPEARS HAS THE "URGE TO HERBAL"
By Adnews Staff
Teen singing sensation Britney Spears has been named North American spokesperson for the Clairol Herbal Essences line of haircare and body care products. Spears, who is the first spokesperson for the line since it was launched in 1996, will represent the brand and appear in advertising, promotion and publicity activities. "Britney Spears is the first-ever 'face' of Herbal Essences and we're enthralled by how perfectly she embodies the Herbal Essences spirit," Robin Thornton, manager of public relations for Montreal-based Clairol Canada said. Spears will begin appearing in print and radio advertising this summer. A national French and English television commercial also breaks today featuring Spears and the brand's new tagline "Urge to Herbal." Promotions are also running leading up to Spears' August 12 concert in Vancouver. Herbal Essences has signed on to sponsor Spear's 50 city summer concert tour running through to September. Advertising for Herbal Essences is done by Kaplan Thayer of New York and adapted for the Canadian market. The media agency-of-record for the brand in Canada is OMD of Toronto. Public relations for Clairol Canada is handled by BenchMark Porter Novelli of Toronto.