Amazon Prime’s ‘Daisy Jones & The Six’ companions with Clairol
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The marketing campaign with “Daisy Jones & The Six” lets Clairol pair characters and imagery from the present with Clairol merchandise and packaging. The marketing campaign may even embrace a program the place influencers present girls the way to get the search for every of the 4 key characters from the present featured within the marketing campaign. Communications company Praytell and Publicis Groupe media store Zenith are dealing with the hassle.
Nostalgia for long-established magnificence merchandise which might be nonetheless related immediately has led to viral success on TikTok lately, equivalent to with Estee Lauder’s Clinique final 12 months. Pantel is hoping Clairol can get an identical enhance.
Having a partnership with an unique streaming sequence exterior the precise present has advantages, together with extra management over how issues play out. Clairol rival L’Oreal Paris, together with a number of different manufacturers, seemed to be deliberately built-in into the primary season of the sequence “Add” on Amazon Prime in 2020—however in odd or unflattering methods. For instance, one episode featured L’Oreal Paris reward luggage given away as door prizes to attendees of a funeral. L’Oreal declined to remark on the time.
“I believe for us, for those who’re becoming a model right into a story that doesn’t make sense, shoppers will discover it, and I don’t suppose it drives fairness for both the model or the present,” Pantel stated. “I’m hoping the way in which we’ve completed it and the way in which Amazon has allowed us to accomplice will nonetheless serve each side.”
The present could also be a few 45-year-old band, however the marketing campaign round “Daisy & The Six” is aimed extra at youthful girls utilizing hair colour for self-expression than older girls utilizing it to cowl gray, Pantel stated.
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