Toni & Guy's latest campaign could be mistaken for an episode of Glee.
Toni & Guy have launched a video led campaign to promote two of its new products, aimed at fashion-forward millennials.
The videos, by Emotive, personify the Purple and Daily Detox shampoo variants in the form of a cheerleading/dance group (Purple) and a Gospel choir (Charcoal).
Each video features musical performance challenges, as the two 'products' take on a musical group that represents the problems that each has been designed to combat.
Unilever marketing manager Leanne Landolfi says the content was designed to entertain, while also showcasing the benefits of the product.
“By virtue, our fashion-focused millennial audience are always on the lookout for the latest and best in hair care. The challenge was to ensure that when they seek out or consider these innovations, Toni & Guy is unmissable and hard to resist," she says.
Emotive creative director Andrew Cameron says the campaign emulates music-driven films with strong female leaders.
“Leaning on our audience insights, we knew our digital-led campaign needed to have a strong music, dance and fashion focus to help drive engagement with millennial females," he says.