VO5 to relaunch with 1m TV ad campaign

Alberto-Culver is relaunching the V05 haircare range with new formulations and packaging. It is supporting the revamp with a £1m TV advertising campaign that will break at the start of next month.

The campaign, which has been created by Euro RSCG, will continue the medical “hair emergency” theme that the brand has been using over recent executions. It will focus on the new formulation for its Active Shine Boosters and new fragrance.

According to Alberto-Culver, the revamp includes the “biggest changes to the brand in seven years”. It will also be supported with in-store promotions and sampling across women’s magazines.

The V05 revamp follows a series of product launches and brand revamps across the Alberto-Culver portfolio in the past year. At the start of the year, it launched Perfect Lengths V05, which is designed for longer hair, (MW January 25) and re-vamped the designer hair care range, Andrew Collinge (MW February 8). It has introduced a range of new styling products under the Tresemme brand (MW February 22).

V05 was recently named as the haircare brand most likely to be found in a UK household, with almost one in five bathrooms expected to have a V05 product (TNS Household penetration data April 2007).

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here