Alberto Culver is launching a press campaign for its VO5 Hot Oil brand that aims to position it as a “one-minute wonder”.
The campaign, created by Euro RSCG, launches onSeptember 17 and will promote VO5 Hot Oil’s 30-year heritage, reinforcing its credentials as an intensive conditioning treatment.
The six executions feature a series of close-up shots of brunette, blonde and auburn hair, which aims to highlight VO5 Hot Oil as a “miracle” product that takes just one minute to repair and protect hair. The ads will run across a number of women’s lifestyle titles.
Euro RSCG creative director Mark Hunter says theidea behind the press campaign is to produce a “colourful, cheeky revival for a brand that has a long-standing and respected heritage”.