Unilever hair care brand Sunsilk has launched a new line of shampoos and conditioners in its Naturals Range. To promote the new product, it has partnered up with ad agency Naga DDB Tribal to unveil an ad showcasing the benefits of Sunsilk Natural Damask Rose. Featuring Malaysian singer and actress Didi Astillah, the new line promotes its two variants – Damask Rose and Daisy and Peach.
Additionally, as part of the marketing efforts to promote the new line, consumers can also try an AR filter game available on Facebook and Instagram, where they can capture as many damask roses and bubbles to the tune of the Sunsilk Natural song. In a statement to A+M, Naga DDB Tribal started the partnership with Sunsilk in December 2019, taking over TBWA\'s Creative Juice.
According to Chloe Meng, senior brand manager of Sunsilk Malaysia, the new line was the first co-creation initiative in Southeast Asia. “With Didi Astillah as a new face and co-creator, Sunsilk crafted a new hair care range unique for Malaysian girls,” Meng added.
Michelle Goh, copywriter at Naga DDB Tribal said after the agency had a chat with Astillah, it knew that the campaign would make its debut through a song. “Drawing inspiration from KPOP and pop culture tunes, we set out to create a catchy tune that not only sticks in your head, but highlights the youthful energy of Sunsilk,” Goh added.
Separately, Sunsilk launched an emotional spot on acceptance by Thai transgender beauty queen, Rock Kwanlada who was also a runner-up at Miss Tiffany Universe 2017. The video garnered 2.3 million views, 64k reactions, 244 comments and 447 shares on Facebook and 18,408 views on YouTube at the time of writing, sparking conversations about gender and stereotypes.