Unilever's Clear Scalp & Hair brand has named model Miranda Kerr as its first global brand ambassador. Word of Kerr’s signing comes as the brand prepares to kick off its first season as the “official hair sponsor” of NBC’s The Voice.
Interpublic Group's Lowe Campbell Ewald NY is handling the creative duties behind a new ad campaign featuring Kerr that includes print, TV, and digital initiatives. The campaign's concept revolves around "resilience." Kerr's first print ad is already at newsstands and her first U.S. TV commercial goes live on Monday, January 20.
"We’re excited to have Miranda sharing her love of Clear and the secret behind her head-turning resilient, beautiful hair with women across the country," said David Rubin, Unilever's marketing vice president, U.S. Haircare.
The model is already a Clear spokesperson for Australia and several Asian regions, and with U.S. shoppers admiring her hair, company executives say it was a natural progression to extend her deal to the North American market. "For Clear U.S. specifically, we know that Miranda uses the brand’s deep treatment hair masks on a weekly basis to keep her hair resilient and beautiful," says a Unilever representative.
The brand’s deal with “The Voice” marks the first time that the talent show has had an official hair sponsor. The show’s new season, its sixth, kicks off Feb. 24.
Meanwhile, Heidi Klum, who helped kick off Clear's U.S. debut in 2012, will continue to be affiliated with the brand until mid-2014.
Klum's two-year campaign was supported with a reported $250 million advertising push, according to The New York Times. Unilever executives declined to confirm that figure, but say Clear is one of the biggest launches for Unilever and is currently one of the fastest-growing brands in its portfolio.