Top international brands endorsed by Polish celebrities – part 3
Recently two popular Polish female singers were hired to promote competing brands of whitening toothpaste. First, Procter & Gamble launched its new campaign for Blend-a-Med 3D White Luxe which featured Tatiana Okupnik as the ambassador of the brand. The billboards and citylight panels displayed Tatiana’s immaculately snow-white set of teeth.
There were also some press executions with Tatiana that appeared in the most popular women magazines – there were also some unstandard formats used such as advertorials.
Tatiana Okupnik is a pop/soul singer who was most popular a few years ago when she was the lead vocalist of a group called Blue Cafe. After she left the group she released a solo album (produced in the USA), but she didn’t enjoy much success with it. However she gained some attention as she became a hostess on the popular TV celebrity-talent show Stars Dancing On Ice. Tatiana co-hosted two first seasons of the show which was broadcast by TVP2, the second state channel of Polish Television. The outdoor and print campaign of Blend-a-Med was soon followed by a TV commercial which also featured Tatiana who verbally recommends the toothpaste.
Shortly after the Blend-a-Med’s campaign with Tatiana was aired on TV, GlaxoSmithKline started a TV campaign for its Sensodyne brand of toothpaste promoting the Sensodyne Whitening variant. The TV spot features another popular Polish pop-singer Natalia Kukulska who has a chat with her dentist about the best toothpaste to keep her teeth white.
Of course the dentist manages to convince our celebrity and in the end of the commercial Natalia declares that she is going to use Sensodyne Whitening from now on.
Finally, there’s an interesting case of the Scottish soft drink Irn-Bru and the unsuccessful attempt to launch it in Poland with the help of Doda, the most controversial and talked-about Polish celebrity and singer. Surprisngly, the mixture of Irn-Bru’s rare taste, AG Barr’s secret formula and Doda’s sex-appeal did not make this launch a success story.
Doda is a very smart celebrity who surely is capable of setting new trends with the Polish youngsters, so it is a bit strange that Irn-Bru never became popular in Poland. The product placement of the drink was quite visible in Doda’s video-clips for her major hit singles “Dwie bajki” and “Szansa”.
I suspect that the distribution might have been the main handicap that prevented Irn-Bru from winning its share of the market. It’s also possible that Polish consumers didn’t appreciate Irn-Bru’s strange taste.