Q&A: Roisin Donnelly, UK corporate marketing director and head of marketing ...
Bundling brands within our beauty and grooming department allowed us to run awards and talk to beauty editors about them together.
It was a natural transition from there to see whether there was an opportunity to advertise some of the brands together on TV. For our “makeover break” initiative - where a woman is made over using Max Factor, Olay, shampoo brand Aussie and hair colourant Nice & Easy products over a number of ad breaks - we worked with Channel 4 on the creative and production. It was the first time we ran a multibrand campaign on TV.
So we have looked at the common P&G brands that have proven stories and brought them together for the consumer.
MW: What reaction did you get from consumers to the makeover breaks?RD: It was very successful. A lot of women went to the makeover break microsite to see exactly what products had been used, the shades, how they had been used and what the experts were saying. There was a huge increase in brand awareness across each of the brands and sales of the specific products shown went up.





Otto took Atapi to Ellerslie on Boxing Day for a day out, floating him to Auckland, gave him a shampoo and washdown, and then walked him for 2 1/2 hours in the parade ring behind the stables. "He was a little on the bubbly and fresh side but hopefully
I think it's funny and ironic that @ has
@ I have naturally fast growing hair fortunately, but I use Aussie normal shampoo and conditioner- it's really good :) xxx
@ canny be shite, aussie make a crackin' shampoo and cold?! Homes okay thanks maddie
@ just bought some #Aussie shampoo maybe with that ill get some of that aussie swag!
@ oh that is tough competition, but Aussie colour protect shampoo and 3 minute miracle conditioner treatment? Can you top that shit?



