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P&G Physique hair care TV ads break with "rebellious" theme in two test markets.

This article was originally published in The Rose Sheet

Executive Summary

P&G PHYSIQUE HAIR CARE TV ADS CONVEY "REBELLIOUS" IMAGE in two different spots airing in the test markets in Little Rock, Ark. and Wichita, Kan. promoting the company's 15-SKU upscale unisex line. The ongoing spots, which broke in July, depict a man and a woman resisting conformity in different social situations. The TV ads play off Physique's positioning as a "styling-driven" shampoo, conditioner and ancillary product line that "breaks the [hair care] law" -- the products offer "phenomenal style" without the "usual tradeoff of stiff or sticky" hair, P&G said.
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