The Bristol-Myers Squibb Co. unit will break an ad campaign July 10 to introduce Aussie Land, an extension of its Aussie brand aimed at children ages 6 to 12.
It represents the third mass-market children's haircare brand introduced this spring alone.
The Aussie campaign, from Kaplan Thaler Group, New York, features a beach party with an animated kangaroo singing the praises of the shampoo while leading kids in a hip-hop dance.
"It's mostly for the kids, [but] parents will find it entertaining, too," said Linda Kaplan Thaler, president-CEO of the agency.
SPOTS AIR ON KIDS' SHOWS
The 30- and 15-second spots will air during children's programs on cable's Nickelodeon and Fox Family Channel, and broadcast network the WB.
Additionally, Clairol will sponsor a national essay contest to name the Aussie kangaroo, as well as other promotions.
The marketer didn't disclose spending, but it spent $11.5 million on Aussie products in 1998, according to Competitive Media Reporting.
Aussie Land ads continue what Ms. Kaplan Thaler called the "fun, outdoorsy feeling" of the campaign for regular Aussie. Her agency won that account in 1998, after Clairol acquired Aussie parent Redmond Products.
The campaign for the main Aussie shows women outdoors talking about its natural ingredients.
As for competitors, Unilever's Helene Curtis unit in May launched Suave for Kids, an extension of its leading haircare brand. It offers two shampoo-plus-conditioners and a spray-on detangler.
In June, Johnson & Johnson -- which originated the kids' category with its No More Tears Baby Shampoo in 1953 -- introduced Johnson Kids, a fruit-scented line of shampoos and styling sprays to clean and detangle children's hair.
Suave for Kids hasn't received advertising, but J&J is backing Johnson Kids with ads from McCann-Erickson Worldwide, New York.
L'OREAL LEADS THE MARKET
The market leader is L'Oreal Kids, with its brightly colored, fish-shaped bottles and fruity scents. It ranks No. 10 among all brands in the $1.7 billion shampoo market, with a 2.52% market share. Sales for the 2-year-old brand jumped 43.9%, to $42.6 million, for the 52 weeks ended March 28, according to Information Resources Inc.
All the marketers are leveraging their brand equity, not only with the parents shopping for shampoo but also with children.
Ms. Kaplan Thaler noted that kids are maturing earlier today and most --