packaged goods

Combe Takes 'Just For Men' Extension To ITV

Just for Men Touch of Gray The "Touch of Gray" brand, part of Combe Incorporated's "Just for Men," has been around for years, with TV ads showing suave guys getting that sexy George Hamilton touch of gray. Now, for the first time, the company is taking the look to iTV.

The White Plains, N.Y.-based company has hired New York-based BrightLine iTV Marketing Specialists to create a platform for the brand's TV spots, allowing consumers to use their remotes to get free samples and coupons.

When the ad plays on iTV formats, viewers can opt in to view an overlay that functions like a microsite, where they can get product info, request a free full-size bottle and select a specific shade.

Joanna Hall, an experience design director with BrightLine, says the effort will continue through next year. She says the campaign comprises a "quick-impulse experience" where viewers opt in right off of :30 spots and get a free sample and a coupon offer for a free full-sized bottle.

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"We are running this on two different platforms so it will be available in about 17 million homes," Hall says. "The 30-second spots run like traditional media--except on the platforms where we activate, there will also be an interactive overlay that lets viewers know they can go beyond to a microsite, so they are like souped-up :30s." Hall says iTV is available in over 70 million homes.

She says the goal is to get viewers to engage beyond to the TV spot. "With [client] Unilever, we do deep-engagement experiences, where viewers will spend two to five minutes at a destination where they can watch videos, play games, read trivia, and generally interact with the brand."

She says BrightLine will do another iTV effort for the umbrella "Just for Men" brand this quarter. That campaign will use Just for Men's ad content with viral video clips featuring Emmitt Smith and cheerleaders, and games. "It will be basically an interactive destination, fully immersive around product and messaging."

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