Multimedia: John Frieda Brings Soap Fans Front And Center - Event Marketer

Multimedia: John Frieda Brings Soap Fans Front And Center

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Kao Brands’ John Frieda hair care line made a mark at Friday’s Daytime
Emmy Awards with the Luminous Color Glaze Fan Zone outside the Kodak
Theatre.

 

The branded area was mentioned and shown during the broadcast
pre-ceremony exposure included a music performance there by Rick
Springfield to open the show. In addition Emmy winners visited the
space after they get their awards. Tickets were made available to fans
through the soaps’ fan clubs.  

 

The zone was the centerpiece of a multimillion-dollar spend that also
included ads in US Weekly and a sweeps on ABC’s “The View.” Plus the
E! Network aired a segment showing “General Hospital’s” Natalia
Livingston getting ready for the award show at the John Frieda Salon in
Los Angeles.

 

Michelle Messina senior vp at John Frieda said the brand is looking
for other ways to reach consumers because “there’s only so much you can
say or want to say in a TV spot or print ad.”

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