The new CANIPEC conditioner marketing campaign uses a humorous tone with its fear propaganda that warns viewers of the consequences of not using conditioner. This is the first of a collaborative effort of several of the CANIPEC member companies, under the CANIPEC umbrella.
The ad campaign has been overseen by the advertising agency Alazraki Transmedia Network in Mexico City, Mexico and directed by Angel Iglesias Jadraque. It features photos of four beautiful girls with dry hair in hyperbolic scales. Their hair is replaced by articles such as wire, tree branches, sponges and brooms.
The objective of the campaign is not to sell a particular brand of hair conditioner, but to address several myths that have prevented this category from developing in Mexico. The goal is to promote Mexican consumers to benefit from this category
of products as other consumers in the world do, and to enhance market growth.
The punchline is simple: “Wiress have never been attractive. Use Conditioner.” This statement is diligently repeated under every photo, paraphrased with the materials used to illustrate the girls’ embellishing dry hair.