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The Clear Scalp & Hair brand partnered with NBC's The Voice for season six of the singing competition show as the official hair care sponsor of the show. The multiplatform partnership will include custom content featuring personal stories of past Voice artists to celebrate resilience together with Clear Scalp & Hair. Additionally, as part of the initiative, Clear will join The Voice as the official title sponsor of The Voice Live Tour, to launch summer 2014 across the U.S. Viewers also will have the ability to directly engage with the tour and an artist from The Voice to participate via social media platforms.
The partnership will bring to life America's inner and outer resilience, while engaging with the show's thousands of fans in real-time. The premiere will kick off the first piece of custom, co-branded content starring past artists of The Voice to spotlight how season 5 winner Tessanne Chin and fan favorites Will Champlin (season 5), Jacquie Lee (season 5) and Dia Frampton (season 1) build their inner strength and resilience to put on their best performance each time they take the stage. The partnership also extends online with an extensive digital and social media activation planned to engage fans across NBC.com, as well as social media platforms including Twitter, Instagram and Facebook. The partnership also will feature exclusive digital content on the co-branded digital hub.
As the official title sponsor of the Live Tour, Clear will bring the message of resilience across the U.S., and provide fans with exclusive behind-the-scenes access and content from the road.
"Clear Scalp & Hair is all about nourishing the scalp. For beautiful, resilient hair from the foundation. There's no better platform for our message than The Voice, which is all about resilient artists attempting to break through in music," said Jennifer Healy, senior marketing director for U.S. hair care, Unilever. "With 'The Voice' having a massive footprint on TV and in social media, Clear Scalp & Hair will be able to interact more deeply with fans and attract new users all around our resilience, scalp, and beautiful hair story."
"Together with Clear Scalp & Hair we are engaging fans of The Voice across multiple platforms and implementing innovative ways to involve our audience regardless of the setting or screen. This partnership demonstrates how NBC and our clients can successfully develop multiple access points for consumers to interact with their favorite content and brands. It's a great example of why advertisers are choosing to do business across the NBCUniversal portfolio," said Dan Lovinger, executive vice president, entertainment advertising sales group, NBCUniversal.
Timed with the brand's debut as the official hair care sponsor of NBC's The Voice for season six, Clear launched its new advertising campaign surrounding its message of resilience, featuring international supermodel and Clear global brand ambassador Miranda Kerr. The ad spot reveals how Kerr works on her core to make her stronger, similar to her beauty regimen where she uses Clear hair care products to achieve strong, resilient hair.
"Every element of the partnership was carefully designed to deliver a compelling experience to reach passionate fans of this massively popular program across all touch points," said Christine Lamson, managing director of strategy, Mindshare. "The magic of a partnership this size only happens when the brand agency, Mindshare Strategy & Investment, partner agencies and NBC are crafting the pieces together."