Euro RSCG gets ladies in a lather with VO5 press campaign launch

Released on: September 17, 2008, 10:03 am

Press Release Author: Propeller Communications

Industry: Advertising

Press Release Summary: Euro RSCG today unveils the press campaign for VO5 Hot Oil
set to reinvent the cult status of VO5 Hot Oil as a miracle product, using the
proposition The one minute wonder.

Press Release Body: Launching with tongue-in-cheek straplines including, It took me
by surprise in the shower and The best 60 seconds of my life the campaign sets to
push VO5 Hot Oil to the top of womens mental shopping list.

Launching this week in Grazia magazine the press campaign will run six separate
executions across key womens lifestyle titles.

The campaign will promote the 30-year heritage of VO5 Hot Oil, positioning it as the
unbeatable intensive conditioning treatment that has stood the test of time. The
executions will feature a series of close-up shots of blonde, brunette and auburn
hair highlighting VO5 Hot Oil as a miracle product that takes just one minute to
repair, care and protect hair.

Vicky Metcalfe, VO5 Global Marketing Director, Alberto Culver said: We were very
excited about this campaign as soon as the idea was presented. We love the impact of
the gorgeous hair close ups combined with the bold and evocative statements that
make you smile and want to know more. The idea works well through the line and will
be used in several countries.

Euro RSCG London creative director, Mark Hunter said: The best creativity is about
finding a contagious idea creating involvement and reaction that literally
infects. By that measure the VO5 Hot Oil press campaign is a colourful, cheeky
revival for a brand that has a long-standing and respected heritage.

Campaign Details:
Client name and title: Vicky Metcalfe, VO5 Global Marketing Director, Alberto Culver
The brief: To make VO5 a cult product again under the proposition theres so much
power in one little tube.
Creative Agency: Euro RSCG
Copywriter: Dan Kenny, Adam Johnson
Art Director: Dan Kenny, Adam Johnson
Agency Planner: Alison Ashworth
Agency Art Buyer: Bel January
Media agency: Carat
Media spend: 0.5 million
Photographer: Tim Hogan


Euro RSCG London is a top ten UK advertising agency with a client roster including
Citron, 3 mobile, EDF Energy, News Group Newspapers, Peugeot and Reckitt Benckiser.
Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing
communications agency made up of 233 offices located in 77 countries throughout
Europe, North America, Latin America and Asia Pacific.

Web Site:

Contact Details:
Press Contact

Georgina Lipscomb / Clare Garnham
Propeller Communications
T : +44 (0) 20 7087 2730

  • Printer Friendly Format
  • Back to previous page...
  • Back to home page...
  • Submit your press releases...