Selsun TVC

This TVC is not new but is on air again recently. It's a straight sell TVC featuring 劉青雲. Key message : effective in fighting against Dandruff. Support : Selenium Sulfide. Head & Shoulders is having the same positioning but its support is different : ZPT. Which brand has a better active ingredient for fighting against dandruff ? Consumers can never tell and brands sell on perception. Head & Shoulders is a better brand name as it is more associative with the product benefit. Such a brand name will be easier to get into the mind of the consumers. Interestingly, the packaging of Selsun makes it look more effective. The dark blue + red cap gives a medication look and feel visually. One wins on brand name and ther other wins on packaging. Selsun is sold at a higher price per volume. Which one wins more sales revenue ? I wonder.


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