Per­sil

ArabAd - - CAMPAIGN -

Celebrity en­dorse­ment is noth­ing new. What is new, is the for­mat the brand took when em­ploy­ing renowned lo­cal me­dia fig­ure, Mona Abou Hamza, as am­bas­sadress for the brand’s image. This not only lent the work great buzz, but also ce­mented the mes­sage of fresh­ness con­sid­er­ing her vi­brant per­sona. The onine ads run the au­di­ence through Hamza’s hec­tic work­life yet “pre­cious mo­ments” in a di­ary like se­ries (#Mona­di­ary) to em­pha­sise the pro­tec­tion Per­sil dark has on the colours she is wear­ing. How ef­fec­tive is celebrity en­dorse­ment, that’s the main ques­tion that re­mains to be asked?

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