The increasing popularity of natural hair in the media continues, as more companies, marketing agencies, and casting agencies use natural hair models in their commercials and advertisements. Take this Tide advertisement, for example.
This ad is part of the “My Tide” campaign, which offers a more personalized approach to the brand. For this natural hair diva, “her Tide” is the Washing Machine Cleaner. Manufactured to “fight odor causing residues in your washer from laundry soils, detergents and water hardness”, this powder-based cleanser is designed to keep your washer clean. As the tagline says, “clean clothes start with a clean washer”. But if that’s not “your Tide”, you can take a short 4 question quiz to figure out which product will work best for your needs.
For another example of the “My Tide” campaign, check out this “Date Night” commercial. This commercial, which was conceptualized by Burrell Communications, offers another good example of multicultural marketing. Burrell Communications is a marketing agency that specializes in the African American market. As the Burrell Communications website says, the “My Tide” campaign aims to personalize the Tide brand by helping consumers understand which Tide variant is right for them through the use of realistic, personal stories. “Date Night” showcases the superior softness benefit of Tide plus a Touch of Downy through the voice of a good boyfriend”.
Here is the transcript from the commercial:
I try to be a good boyfriend, which means being a good listener. She told me Tide with Downy would make my shirt soft. And was she right? The proof is in the snoring. That’s my Tide. What’s yours?
Is the use of natural hair models/actors enough for you to try out a product? Or do you not even consciously consider this when buying products?