Alberto-Culver will spend $10 million in marketing support to launch its new VO5 Hot Oil split-end control formula this summer and devote another $40 million to promote the VO5 family of products.
TV spots for the split-end formula break in August on primetime, daytime and cable programming. BBDO Chicago will handle the advertising. No print ads are scheduled.
Consumer promotions will include free bonus packs, on-pack user guide booklets, buy-three, get-one-free offers, and a VO5 family FSI in September.
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