Agency Creates Philosophy that Connects with Consumers PITTSBURGH, July 1
PITTSBURGH, July 1 /PRNewswire/ -- Marketing agency Engauge
( www.engauge.com ) has conducted behavioral research and developed a new
campaign for Innovative Brands, owner of Pert Plus 2-in-1 shampoo and
conditioner.
(Logo: http://www.newscom.com/cgi-bin/prnh/20071031/CLW085LOGO )
Through an in-depth interview process known as ethnography, Engauge
behaviorists discovered that Pert Plus consumers seek hair care routines that
are laid back and low maintenance. It was revealed that this no-fuss approach
to "getting great hair" was very motivating and had great potential to drive
sales and growth of the Pert Plus brand.
Engauge is developing a campaign to launch in the fall that will connect
Pert Plus' new philosophy to consumers. The Pert Plus Keep It Simple
Philosophy campaign will carry the tagline "Crazy good hair, without the
craziness.(TM)" Headlines such as "The World's Fastest Good Hair Day"
communicate how well Pert Plus fits in with target consumers' easygoing
attitudes and their simple approach to the way they live their lives.
"The new Pert Plus campaign is unique, entertaining, and relevant to our
consumers," said Roanne Wallace, Director of Marketing for Innovative Brands'
Pert Plus. "This is exactly what we need to solidify our position as the
leading 2-in-1 shampoo and conditioner."
"This is powerful stuff," said Jason Bergeron, Creative Director at
Engauge. "The Philosophy campaign has tremendous stopping power and really
gives Pert Plus a unique, contemporary voice."
About Innovative Brands
Innovative Brands ( www.innovativebrands.net ), a portfolio company of
Najafi Companies, is a consumer products company focused on acquiring consumer
brands that have strong awareness and a good prospect for growth. Its goal is
to become the leading company focused on revitalizing trusted consumer brands.
It acquired the North American assets of Pert Plus(R) from the Procter &
Gamble Company in July of 2006 and acquired Sure antiperspirant and deodorant
from the Procter & Gamble Company in September of 2006.
About Engauge
Engauge is a marketing agency founded by Halyard Capital, in partnership
with Stan Rapp, formed to unite the power of digital, traditional, and direct
marketing. At Engauge, brilliant minds from diverse disciplines come together
in a uniquely structured environment to encourage true collaboration and
profitable results. Each entrepreneurial center of excellence at Engauge
retains its core specialization and can access expertise throughout the
enterprise when a holistic solution is required. Engauge's proprietary
creative thinking process develops transformational ideas that change minds,
revitalize brands, and improve bottom lines. Engauge's clients include Best
Buy For Business, The Coca-Cola Company, The Home Depot, InterContinental
Hotels Group, International Delight, Land O'Lakes, Logitech, Mars, Perkins
Restaurants, Pert Plus, Sony, the State of Georgia, Sure, TiVo, Turner
Broadcasting, UPS, and WellPoint. Its staff of 300 associates is located in
Atlanta, Austin, Columbus, Orlando, and Pittsburgh. Learn more about Engauge
at www.engauge.com .
SOURCE Engauge
