Chen to endorse H&S in Singapore

The new '5 Signs of Dandruff' initiative is a local adaptation of a campaign which ran in China in early 2005, consisting of a TV spot tied to a hit single by Chen, Set you free. As part of the original drive, a special MTV video also featured a product placement shot at its beginning. The Singapore campaign utilises the same 'Puppet' TVC, which features Chen asking how someone who loves freedom can be controlled like a puppet by dandruff and itchiness. In addition, P&G Singapore has partnered with local Chinese-language monthly NuYou, with Chen gracing the magazine's cover this month, and NuYou-sponsored ads running in key local newspapers. In addition, 2,000 bottles of H&S are being handed out free with NuYou at magazine kiosks. P&G Singapore marketing manager Jopa Malantic said NuYou was chosen because of its popularity and target audience -- which dovetails with H&S' target consumer base of 18 to 34 year-old, 'dandruff-concerned' women. "Since NuYou is one of the leading Chinese magazines in Singapore, it fits well with the target audience of H&S," explained Malantic. He added that an outdoor advertising component was still under consideration, and noted that a decision on whether to use the Set you free MTV video was still pending at press time. "It is a blatant endorsement of the product, but I don't think consumers will mind," said Malantic of the video's product shot, still relatively uncommon in Southeast Asia. "I think by virtue of it being in the opening sequence, it's okay." While H&S remains the market leader in Singapore's anti-dandruff market, Malantic pointed out that competition from anti-dandruff variants of other cosmetic brands remains a threat. "We want to connect better with our target audience through (Chen's) status," added Malantic. "We are taking the original campaign to the next level by putting a human face on it."