P&G washes people's hair in public for Philippine commercial

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MANILA--Procter & Gamble Co. has embarked on a "direct-to-consumer" marketing campaign for its hair product called Rejoice Hot Oil.

Created here by Hemisphere Leo Burnett, the campaign, dubbed the "Rejoice Hot Oil Challenge," is an actual product demonstration conducted in the street. Some of the hair washings have been filmed and converted into a 45-second commercial which broke recently.

P&G built a portable sink in bright orange and green (the colors of Rejoice sachets), and tapped a good-looking local male TV person-ality to ask women in the street to take part in the "Hair Challenge".

The washings have already hit Manila, Boracay and Davao and will eventually reach 22 key cities in the Philippines.

"Our objective is to wash as many heads as possible," says Millet Laureta, a Leo Burnett account director. She adds that there is nothing like a vivid demonstration of product usage and benefits in front of a TV camera to convince the consumer of a brand's efficacy.

In the past year, Leo Burnett Co.'s Chicago office developed a similar woman-in-the-street demonstration to promote P&G's Pert Plus brand.

Copyright October 1999, Crain Communications Inc.

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