Monique Rivera

Pantene Pro-V’s commercial featuring Natasha Bedingfield’s hit single “Unwritten,” is a clever way to draw viewers in and keep them fascinated throughout the entire commercial, and ultimately persuade them to purchase the product.

The song was released by Bedingfield in the U.S. in August 2005. Lyrics featured in the commercial are catchy and appeal especially to women. Pantene Pro-V, a product that targets the female marketplace, uses this uplifting song to ultimately get women to buy the product.

“Feel the rain on your skin, no one else can feel it for you, only you can let it in, today is where your book begins… the rest is still unwritten.”

Because I personally enjoy the song, I find myself watching the commercial in full. The music draws me in, creating a comfort level for the product and making me a more likely consumer.

The producers of the TV commercial intentionally lower the volume of this catchy song about midway through in order to describe how Pantene Pro-V leaves hair “silky, shiny and touchably soft” and it “cleanses with long-lasting moisture for lustrous shine.”

If you’re anything like me and you enjoy this popular sing-along, you’ll realize that this is a perfect example of success in co-branding. People who enjoy the shampoo may buy the hit single, and people who love the song may be more inclined to purchase Pantene Pro-V.

Sing. Shampoo. Rinse. Repeat.

Bedingfield is the sister of British pop star Daniel Bedingfield. Her hit single “Unwritten” is also featured on The Hills and various other places. In 2006, this song became the second most played song on U.S. radio.

What are some examples of co-branding that have impacted you? It’s easy to see co-branding on television and maybe on the Internet, but much less obvious in print and on radio. What are some print and radio campaigns where you’ve noticed co-branding?

Photograph Credit:
Amber “Abby Sepulveda