Problem
The four brands in Bee & Gee's shampoo category are-Fansheen, Hair & Neck, Herb Essentials, and Brilette. Each of these shampoo brands target different consumer segments and have varied brand histories. A summary of the campaign strategy meetings of the four brands is provided in the following paragraphs.
1) Fansheen is the oldest of the four brands in Bee & Gee's shampoo category. The advertising agency's commercial for the fall campaign starts off with a consumer expressing her frustration with dull and damaged hair. In the next shot, micro beads from Fansheen shampoo are shown penetrating the hair and strengthening the roots, while nourishing the hair right through to the end of each hair follicle. The next shot shows a smiling face of the consumer after Fansheen nourished her hair to make it strong and beautiful. The final shot of the commercial states the three most important benefits of using Fansheen-stronger, nourished, and shiny hair.
2) Hair & Neck is the most popular anti-dandruff shampoo in the market. The agency's presented commercial showed a consumer revealing that he is wearing his favorite black suit after not wearing it for a very long time. Now that he uses Hair & Neck, he is confident in wearing the black suit. The ad then cuts into a closeup of the hair and scalp and a visual display of how the powerful agent in Hair & Neck, zinc pyrithione, fights all five symptoms of dandruff.
3) During this campaign presentation, the agency also showed some leaked campaign shots of a rival brand, Sun & Moon. A new market entrant in the antidandruff shampoo market, Sun & Moon (competing against Hair & Neck), launched a massive advertising campaign featuring a stylish, well-liked celebrity in an animated form (using a modern technique called rotoscoping) as their spokesperson. The company wanted this celebrity to become synonymous with Sun & Moon so that the brand can gain instant recognition. A series of four different ads showed this animated celebrity in everyday situations where Sun & Moon helped avoid embarrassment.
4) Herb Essentials is a shampoo targeted at teenagers and young adults. The commercial showed a historic story with a prince who sets out to find a cure for an unconscious princess. When he returns with various herbs that do not work, a second suitor, a young Robin Hood-like figure, takes up the challenge to revive the princess. He pulls out a bottle of Herb Essentials from his satchel and reads a piece of nonsense verse while pretending to cast a spell on the princess. The princess, smelling Herb Essentials, wakes up refreshed, and winks knowingly at him.
5) Brilette is a shampoo targeted at males, ages 24-45. The agency's commercial shows a consumer commenting on how much he loves Brilette. He relates that his girlfriend is pleased that he no longer uses her shampoo. He explains how finding a shampoo exclusively made for men was a rarity, and the dilemma he was in when he had to use his girlfriend's fruity-smelling shampoo. His problem is now solved by Brilette, which makes him feel confident, masculine, and satisfied.
• What type of execution techniques or a combination of is employed In the commercials designed by each brand. Rationalize your response by explaining each technique mentioned.