Organics spends pounds 20m on relaunch

Elida Faberge is spending pounds 20 million on the integrated relaunch of its Organics brand.

Elida Faberge is spending pounds 20 million on the integrated

relaunch of its Organics brand.



The campaign, for New Formula Organics, uses TV, posters and PR through

J. Walter Thompson, Claydon Heeley and Burson Marsteller, in a concerted

effort to shift its rival, Pantene, from the top spot in the haircare

market.



The new 60-second TV commercial is based on the theme, ’For truly

beautiful hair you have to go back to your roots.’ It is the first time

a film has been produced specifically for the UK.



The plot centres on a modern native American reservation where an elder

is sitting outside his house in a rocking chair quietly contemplating

the scenery.



Suddenly, a car pulls up from out of town and a beautiful girl gets

out.



She too is a native American, but has obviously fallen prey to Western

influences: she is wearing a fashionable skirt, high heels and her hair

is up.



As she steps out of the car, she is warmly greeted by all her relatives

- except the elder, her father, who refuses to acknowledge her. She

approaches him and offers a present, but he stonewalls her. At this

point, the girl disappears into the house where we see her washing her

hair with New Formula Organics.



She emerges wearing a much simpler dress and no make-up, with her long

black hair hanging glossily about her shoulders. Her father looks at her

and, for the first time, his stony face cracks into a warm smile and he

opens his present, which is a sweatshirt with a Washington Redskins logo

on it.



The ad was written and art directed by Geoff Cousins and Dawn Heuston

and directed by Barry Myers at Jan Myers and Associates.



Media buying is through Initiative Media.