The answer to Blue Monday? Dry shampoo, a new boiler and dough balls

Pizza Express, the dry shampoo Batiste and a boiler company are among the brands jumping on the discredited, ten-year-old "Blue Monday" bandwagon.

Batiste: has a remedy for #BlueMonday
Batiste: has a remedy for #BlueMonday

After starting as a piece of puff research for Sky Travel in 2005, Blue Monday is supposedly the most miserable or depressing day of the year and falls today (Monday 19 January) with some campaigns hoping to target the annual interest.

Widely discredited at the time, and every year since, Blue Monday is supposedly the third Monday in January, when resolutions have been broken, payday is still a way away and memories of the fun of Christmas and New Year have faded.

The dry shampoo Batiste, which has used Pixie Lott as brand ambassador, has launched Twitter campaign handled by BMB.

The campaign encourages people to Tweet their reasons for needing a boost to @Batistehair using the #BatisteSOS hashtag for the chance to win an "SOS Kit", which includes cosmetics, a Batiste branded pocket mirror, a healthy snack, a drink and a discount fashion voucher.

Adam Azor, the head of brand experience at BMB, said: "One of the key objectives of this campaign is to engage the brand’s existing audience, so we worked on the basis of a surprise and delight strategy to engage Batiste’s consumers and give them something to smile about this January."

So if you hair looks great, but you are still down in the dumps, head to Victoria Station, where McCann Birmingham has introduced a smile-activated vending machine to vend free coffee for those at least pretending to be happy for its client Valliant, which produces boilers.

The experiential campaign encourages sharing and the #keepsmiling hashtag. Grand Visual and Rapport worked with McCann Birmingham on the campaign.

It forms part of the launch to "Warmth Week", which includes a TV campaign, radio competitions, print partnerships, social media and PR.

Paul Dean, a managing partner at McCann Birmingham, said: "The multi-faceted, strategic national campaign will associate Vaillant with joyful homes and become known as a brand that keeps that most precious of places, your home, warm and welcoming."

Finally, if you've had plenty of coffee, your hair looks great and you've listened to plenty of New Order but are still miserable, try heading to Pizza Express, where they are giving away free dough balls for those that want them.

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