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Kao Brands Canada begins Go Blonder campaign

Kao Brands Canada of Mississauga has begun an online campaign for a product called Go Blonder, which is part of the company's John Frieda line of haircare products. The campaign, which will run until June 28, consists of online banner ads that direct consumers to a Facebook page to request a sample of the product. Visitors to the site can also participate in a contest, the winner of which will receive a trip to New York. The contest will run in five two-week phases and will involve entrants submitting photographs on the theme of being blonde. "This campaign is all about celebrating what it means to be blonde," said Beth Witkowski, assistant brand manager at John Frieda. "Blondes are unique and have hair struggles that non-blondes don't. They search for products that will help them reveal their best blonde and will keep trying the newest formulations to get the results they are after. We know we have a great product and we want to spread the word and build loyalty in a fun, interactive way." The campaign was developed by Cundari, which is also currently working on an online assignment for Kao's Curel brand.

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