"Get hairapy," read the backdrop at the entrance to the launch of Sunsilk’s new three-part collections at the Plumm. The product's tagline ties into its sassy marketing campaign targeting a twentysomething female demographic, which was the main inspiration for the decor at the event hosted by Mario Cantone. Tiffany Kurtz, marketing manager for Unilever in Chicago, hired Weber Shandwick to do the PR for the launch.Each three-part collection is meant to treat different types of hair, so event producer Larry Abel of Larry Abel De-signs hung pink and purple plastic beads from the ceiling as representations of different types of hair: kinky, straight, poofy, and curly. (Large fuzzy spheres, for example, represented poofy hair.) Abel incorporated the colorful dots from the company's logo into the invitations and even included them in the bathrooms with colorful mirrors brought in for the event. Gobo lights also displayed the Sunsilk logo above the bar.
Atop cocktail tables were green Magic 8-Balls, with Sunsilk logos, that showed phrases like "No Major Issues," which guests took home as part of the gift bag. "We tried at every point to keep it fun," Abel said of his effort to incorporate the brand into every inch of the event.
Abel brought in pink leather couches to offset the Plumm's purple color scheme and decorated them, as well as the Plumm's wine-colored suede couches, with round pillows in a variety of colors printed with the Sunsilk name. To add an interactive element to the event, Abel created what he called "graffiti wall" at the entrance, putting up a large white board and hanging pens from it so guests could write messages. And colored paper tacked up on the stall doors in the bathrooms offered more doodling opportunities.
In the back stood a T-shirt bar where guests could choose shirts from an array of colors printed with cheeky phrases like "Is your hair kinkier than an S&M Convention?" Blowups of Sunsilk print ads lined the walls, while actual bottles of the product lined the perimeter of the venue.
The cocktails and hors d'oeuvres invoked different hair characteristics as well. Guests drank "Kinky-tinis" and "Frizz-itos" while servers passed around cheese poofs and curled shrimp, among other inspired snacks. Tiny screens attached to the platters played a Sunsilk commercial. Before departing, guests received customized gift bags according to their hair type.
—Stacy Barron
Posted 07.19.06
Photos: JJ Ignotz for BiZBash
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Atop cocktail tables were green Magic 8-Balls, with Sunsilk logos, that showed phrases like "No Major Issues," which guests took home as part of the gift bag. "We tried at every point to keep it fun," Abel said of his effort to incorporate the brand into every inch of the event.
Abel brought in pink leather couches to offset the Plumm's purple color scheme and decorated them, as well as the Plumm's wine-colored suede couches, with round pillows in a variety of colors printed with the Sunsilk name. To add an interactive element to the event, Abel created what he called "graffiti wall" at the entrance, putting up a large white board and hanging pens from it so guests could write messages. And colored paper tacked up on the stall doors in the bathrooms offered more doodling opportunities.
In the back stood a T-shirt bar where guests could choose shirts from an array of colors printed with cheeky phrases like "Is your hair kinkier than an S&M Convention?" Blowups of Sunsilk print ads lined the walls, while actual bottles of the product lined the perimeter of the venue.
The cocktails and hors d'oeuvres invoked different hair characteristics as well. Guests drank "Kinky-tinis" and "Frizz-itos" while servers passed around cheese poofs and curled shrimp, among other inspired snacks. Tiny screens attached to the platters played a Sunsilk commercial. Before departing, guests received customized gift bags according to their hair type.
—Stacy Barron
Posted 07.19.06
Photos: JJ Ignotz for BiZBash
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Plastic beads and fuzzy spheres representing different hair types—kinky, poofy, straight, and curly—hung from the ceiling.
In addition to a gift bag, guests could take T-shirts from a bar set up at the back of the venue.
Magic 8-Balls with Sunsilk logos, as well as the new products, decorated small tables throughout the room.
Lines from the products' advertising-like "My hair's so poofy I should stuff my bra with it"-were printed on large circular posters resembling soap bubbles, which hung along the walls.
