Rejoice targets younger females

Hong Kong - Procter & Gamble has launched a series of TV campaigns for its Rejoice shampoo brand, aimed at young Hong Kong women.

The TV campaign, which will run for six months, comprised of three TV spots called, Silk, Sunset and Wind, and are based on the creative concept of "Smoothness beyond expectation".

Emiko Nagai, group brand director for Leo Burnett Hong Kong, said unlike most shampoo ads that feature perfect looking models, Rejoice's TV spots uses humour and features ordinary girls.

The 15 second spots are launched on TVB and ATV.

Leo Burnett created the campaign while Starcom handled media buying and planning.