In order to answer the age-old question of who is better: blondes or brunettes?, Sunsilk created the Color Showdown, a campaign to ignite conversation about hair color rivalry while launching our newest line of products: the Sunsilk Color Collections.
The primary objective was to establish Sunsilk, a relatively new hair care brand in the U.S. market, as a significant player in the color enhancement segment. To accomplish this, we became the first brand to tap into this prominent insight into the lives of our target market: that they associate strongly with their hair color, even going so far as to identify with a particular shade of hair color.
This integrated, 360-degree campaign combined TV commercials, print ads, online media, and, at the hub of it all, ColorShowdown.com, an experiential site that allows consumers to help us decide once and for all who has the advantage.
On ColorShowdown.com, users can play games that pit blondes and brunettes against each other, view the results of our highly-scientific Secret Experiments, and earn real-time points to contribute to their hair color's quest for dominance.
Though the campaign is still in early stages (monthly updates to the site, including new Secret Experiments and games, continue through May), the response has already met our expectations in terms of igniting a social dialogue. We've heard from both the blondes and the brunettes, as well as a whole crop of redheads who want to know how they can join in the debate.
-- Sarah Jensen, director, Unilever Hair Care