Sunsilk offers daily £1,000 shopping prize

by James Quilter, Promotions & Incentives 31-May-07

Unilever haircare brand Sunsilk is handing out £1,000 shopping trips to consumers every 24 hours as part of its latest £4m marketing campaign fronted by Girls Aloud.

The promotion, which launches with the TV campaign on 4 June, will invite customers to text a number displayed on the pack. The competition will be supported in-store with POS and lasts for two months.

The introduction of Girls Aloud marks the first time the brand has used celebrities. Sunsilk senior brand manager Mona Sheikh said one of the reason the band was chosen was because its members had a variety of hairstyles which fitted within the brand's range.

Sunsilk described the TV campaign as a tongue-in-cheek take on celebrity life.

The activity coincides with the launch of Fresh and Flowing, a Sunsilk variant for women with normal to greasy hair.