PENETRATING SHAMPOO GETS AD PUSH
By Adnews Staff
Chesebrough-Pond's of Canada is launching the print, outdoor and sampling portions of its campaign for Organics Root shampoos and conditioners in the spring. The products, which were introduced in Canada last October, contain Glucasil, a hair nutrient that penetrates the root. The ad theme is "Getting to the Root of Healthy Looking Hair." The campaign was created by J. Walter Thompson of Toronto. A 30-second TV spot began airing last week, portraying Glucasil as a breakthrough in hair care and positioning Organics Root as the first shampoo to use the ingredient. The commercial was created by JWT in the U.K. The agency's Toronto office localized the ad for the Canadian market and is handling the media buy.
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