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John Frieda begins ET Canada promotion

Kao Canada has renewed its promotional agreement with Corus Entertainment for a second year. The agreement supports the company’s John Frieda haircare brand and involves the television program ET Canada. As part of the deal, ET Canada host Cheryl Hickey will participate in a national marketing campaign for the brand. The campaign includes a contest, in-store materials and a range of on-air and online content. Hickey will appear in four online videos produced by ET Canada highlighting John Frieda products. The contest component will invite women to submit descriptions of their haircare issues online at <>. Eight winners will receive a trip to Toronto for a style makeover. The winners will appear in another set of videos highlighting solutions to their hair problems. Shoppers Drug Mart will also participate in the initiative as the exclusive retailer of the campaign.

“Cheryl’s light-hearted and approachable personality ties perfectly to our campaign as she takes consumers through her own personal journey to solve demanding hair issues,” said Lori Bianchi, senior brand manager at Kao Canada. “Her confident style and self-proclaimed, lifelong passion for hair makes her an amazing addition to our campaign.”

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