Unilever in Bt120m push for Sunsilk

Under the three-month campaign, male presenter Sukolwat "Vier" Kanarot will appear in an advertisement for its Soft & Smooth formula haircare product, aimed at increasing consumption of conditioning products.

The regional campaign for Soft & Smooth has been launched in three Southeast Asian countries - Thailand, the Philippines and Indonesia.

Pojamas Jayanama, senior |brand manager for the Sunsilk brand, yesterday said Thais did not use conditioner every time they washed their hair. The company therefore sees room to grow in this segment.

Porranee Ungpakorn, Unilever Thai Trading's marketing development director, haircare group, said 65 per cent of Thais applied conditioner after shampooing.

"As far as we're concerned, female consumers in the three countries are concerned about having soft and smooth hair. And one way to achieve that is to apply conditioner after shampooing one's hair," she said.

Sukolwat is in the picture to tell female consumers that men want to touch soft and smooth hair, she added.

As part of the campaign, Unilever will take a caravan of 100 buses to promote the company's products and educate consumers nationwide on the benefits of using a conditioner.

This is the Unilever's second-biggest campaign of the year, having already promoted its damaged-hair repair formula. Female superstar Um Patcharapa Chaichua is the presenter of this campaign, Porranee said.