We were thrilled to secure a brand partnership with Schwarzkopf for Legally Blonde the Musical, the West End show with the best hair, bar none.
The partnership coincided with the launch of their new product line, Live Colour XXL. Schwarzkopf’s Live range is the No.1 best-selling blonde hair colour product in the UK and is available nationwide at all major retailers. Running throughout 2011, the partnership consisted of a four-week nationwide promotion across 800 Superdrug stores, with co-branded print in stores promoting a competition to win tickets to the show.
In addition, Schwarzkopf ran a series of co-branded, full page adverts in women’s magazines, promoting a competition to win Legally Blonde VIP theatre breaks. They placed 21 adverts in titles such as Marie Claire, Cosmopolitan, OK!, Heat and Now. The total media value of this was over £330,000, while the campaign had a reach of over 5 million. Co-branded adverts also featured as A2 posters in the windows of 2,000 independent chemists nationwide.
As an extension to the partnership, and in conjunction with the Legally Blonde the Musical Tour, we ran a second series of co-branded full page inside back cover adverts in women’s magazines throughout October and November 2011. This additional campaign reached a further 2.2million, 16-34 year old women, with an additional media value of £60,000.