ATLANTA Goody Products said it will launch its first-ever national television and print campaign in June.
The "It never hurts to be stylish" campaign from the Interpublic Group shop McCann-Erickson in New York marks the venerable hair care product manufacturer's initial foray into advertising.
Goody introduced its first "ouchless" product, a ponytail elastic made of braided plastic, in 1999. The company's collection, rolling out this summer, includes four additional products: a headband, claw clips, a latex ponytailer and a braided ponytailer covered in fabric.
Revolving around the Peachtree City, Ga.-based company's new hair accessories, two 15-second TV spots spoof the ways women suffer for style. In one, a girl wearing an ouchless hair band trips over her stiletto heels. Wincing in pain, she realizes at least her hair band is not causing her discomfort. The spot ends with the new tagline, "It never hurts to be stylish."
A second commercial features a blond with a claw clip in one hand and an eyelash curler in another, looking pained.
Created by Jeff DiFiore, print ads show retro-styled girls with 1960s' flip hairdos. Copy penned by Meg Rogers and Melissa Bonazzi states, "Finally a head band that doesn't require two aspirin."
The print media buy includes Glamour, Seventeen, InStyle, Jane, Lucky, Honey and Latina. Television airs on MTV, VH1 and Style Network.
Campaign expenditures are undisclosed. Sources estimated media spending at $1-3 million.
The client is a division of Newell Rubbermaid in Atlanta.