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May 2, 2007

Unilever goes pop with new Sunsilk launch

Pop band Girls Aloud made a guest appearance at a recent live event launching the new Sunsilk product range from pharaceutical giant Unilever.

The aim of the event was to introduce the new Sunsilk Girls Aloud campaign to the media and Unilever trade customers, while highlighting the five Sunsilk product variants represented by each band member, and presenting Sunsilk as a glamorous, feminine brand.



Bubble trouble: Girls Aloud at the recent Sunsilk launch

The event, which was organised by live marketing agency Out of the Blue Communications, took place at the recently refurbished 24, a high-profile nightclub on London’s Kingly Street, with a predominantly white interior and five generously sized table enclaves which lent themselves perfectly to the five variant theme.

Projectors played themed animations and visuals against the back walls of each enclave, with shimmer disks and beaded curtains hung in strategic positions to reflect the different coloured lights being projected.  

A photo call with Girls Aloud and interviews with the band took place at 6pm prior to the event beginning. From 7.30pm, coloured cocktails, each named after a Sunsilk variant – Hello Yellow, The Brunette Russian, Repair Yourself, Sunsilk Strip, Apple Curl Martini – were served. The Girls Aloud ‘reveal’ took place at 8pm when the band took to the stage to introduce themselves and express their delight at being involved with the campaign, each band member colourfully dressed to compliment reflect the Sunsilk variants.   

Guests were handed goodibags crammed with Sunsilk products as they left. Mona Sheikh, hair brand manager at Unilever, was delighted with the launch, saying: “The Girls Aloud launch event was absolutely on brand for Sunsilk – an event which was glamorous, but fun and original, with the clever use of bright, vibrant colours and lighting to create an exciting and memorable atmosphere for media and customers alike.”

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