Rejoice makes a giant statement for Thai haircare

A giant comb was placed across telephone wires on Bangkok's Wireless Road, featuring the bilingual headline 'Tangled? Switch to Rejoice Conditioners'. The comb measured 2.7 metres by one metre, with safety concerns limiting its use to one weekend and one location. Thailand is the only market to feature the initiative at present. Burnett joint ECD Chris Chiu said the idea was generated by the agency's creative team: "The client thought it was interesting and relevant. When it comes to beauty advertising, it's pretty much parity across the major players. This is especially evident in hair care." Rejoice battles Unilever's Sunsilk for top spot in Thailand's haircare market.