Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
NEW YORK John Frieda has a problem. The premium hair-care product maker believes its competitors have mirrored its innovations to the point where a brand revival is needed via a TV and print push from Kirshenbaum Bond + Partners.
The tagline is, “The beauty of invention,” and the company spends about $70 million annually on ads, per Nielsen Monitor-Plus.
“A lot of innovations Frieda has done have been duplicated,” said Brigitte King, vp, global marketing, Kao Brands, which acquired Frieda in 2003.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in