Garnier conducts two summer campaigns
By Adnews Staff
Hair care product maker Garnier has begun a promotion in association with House of Blues Concerts Canada called the "Garnier Green Room." The promotion began on May 1 at a Vancouver concert by pop band Maroon 5. The company had a branded presence at the show that was intended to give concert goers a sample of the rock star life. The initiative will continue through the year at eleven concerts nationally. Entry to the Green Room can be gained online at <http://www.garniergreenroom.ca>, or through retail programs conducted through Shoppers Drug Mart, Loblaws, London Drugs, Zellers, Pharmaprix, Pharmaplus, Uniprix and Jean Coutu. Twenty consumers will win access to the Green Room at each concert. The promotion will be supported with national television advertising through the summer, cinema advertising on 328 screens over four weeks and post cards distributed through bars. The creative was developed by Big Image of Toronto.
In related news, Garnier is in the middle of a national campaign for its Fructis Long & Strong product line. Developed by Publicis of Montreal, the six-month campaign began in late March. It consists of billboard advertising in Toronto, Montreal, Vancouver and Calgary, bilingual advertising on national television networks, a print component in fashion magazines and transit advertising in Toronto and Vancouver. Also, groups of promotional workers will distribute product samples from a branded booth in shopping malls in Toronto, Montreal, Vancouver and Calgary in July. This component is being managed by event marketing firm Match Marketing. The media buy was handled by ZenithOptimedia. The creative depicts young adults demonstrating the strength of their hair. The ads use the tagline, "For hair that shines with all its strength." "The Garnier brand is characterized by a little bit of irreverence, which is perceptible in every aspect of the creative," said Julie Gauvin, Garnier account director at Publicis. "This campaign focuses on the most important benefit of the product, 'Stronger grows longer,' which is illustrated humorously. It is simple and easy to understand and also easy to execute."