Magazine article Marketing

Alberto Bounces Back

Magazine article Marketing

Alberto Bounces Back

Article excerpt

Alberto bounces back Alberto Culver is to pump a massive 12.5m pounds into advertising its haircare brands this year.

The money will mainly be aimed at revitalising the Alberto VO5 shampoos and conditioners and backing a new competitor to Procter and Gamble's highly successful Wash and Go range which has the Vidal Sasson label.

The company, which has about a 4% share of the shampoo and conditioner market with Alberto VO5, is doubling ad spend on the brand to 5m pounds. The new campaign breaks through ad agency BBDO in September.

The VO5 range is being repositioned as a moisturising brand. There are new formulations, and recyclable packaging.

Alberto VO5 competes against such brands as Silkience and Timotei. Debbie Garvey, account director AT BBDO, agrees that the Alberto VO5 name had become lost among the plethora of rivals.

"Part of the reason for the relaunch is that the market is extremely fast moving. …

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