When it comes to advertising haircare in Asia, the major players tend to solely focus on a combination of television and traditional point of sale communication methods. Procter & Gamble decided to take a step sideways in an effort to reach the consumer with its REJOICE brand of conditioners. With an impressive equity as the solution to tangles, this giant REJOICE green comb measuring 2.7-metres by 1.2-metres, was placed amongst the many tangled utility cables strewn throughout Bangkok's Central Business District. Thus, turning what is usually an eye sore, into an innovative piece of advertising.
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