New Marketing Theme Supports WB Music Tie-ins

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CINCINNATI (AdAge.com) -- Procter & Gamble Co. is replacing a 10-year-old Herbal Essences campaign built around simulated orgasms in the shower with one built more around singing in the shower as it launches
Singer Jadyn Maria is Herbal Essence's new spokessinger.
a "Rock You Senseless" campaign with an ad integrated into the tonight's episode of WB's That's What I Like About You.

The new campaign, by Publicis Groupe's Kaplan Thaler Group, New York, succeeds the long-running "Totally Organic Experience," which went into hiatus earlier this year.

'Pleasurable experience'
Unlike Totally Organic, which played on the word "organic" and seemed inspired by the movie When Harry Met Sally, the new campaign will be more musical. "The premise is that Herbal Essences has such a uniquely pleasurable experience, you'll want to sing about it," a P&G spokeswoman said.

Meanwhile, the story line of tonight's episode of the Amanda Bynes vehicle That's What I Like About You features an audition to appear in an Herbal Essences ad. (The brand appears as a paid product placement by P&G.) The show's guest star, Jadyn Maria, a little-known singer, wins the audition on the show. At the end of the show, a real 30-second Herbal Essences ad will run, featuring Ms. Maria.

Launching a career
That ad is also helping to launch Ms. Maria's singing career. As a result of being cast for the commercial and WB tie-in, she was signed by Virgin Records, the P&G spokeswoman said. Matrix, the team that has written and produced songs for Britney Spears, Avril Lavigne and Christina Aguillera, is writing songs for Ms. Maria's real-life debut album.

As part of the new campaign, Herbal Essences also has struck a deal with Apple's iTunes that includes offering free downloads of the song in the ad from herbalessences.com. That follows the launch of a promotion last month in which visitors to the site can download ring tones and wallpaper for mobile phones.

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