La Agencia de Orcí Launches Combe’s Just For Men.

La Agencia de Orcí & Asociados recently launched the first U.S. Hispanic advertising campaign for Combe Incorporated. The new campaign for the company’s Just for Men haircolor brand is the first of its kind for a male grooming product and consists of two :30 TV spots and radio spots. The total budget is estimated at $4 million.

La Agencia de Orcí was initially tasked with consultation for Combe on brand positioning, strategy, the media plan, and creative direction for a single Just For Men TV spot. The expansion of their role for this campaign came in late 2003, when they were also tasked with the entire creative process and media buy for multiple TV spots and a radio campaign with top-rated DJs in each market.

The campaign will run for five months in Spanish-language media in key Hispanic markets – Chicago, Dallas, Los Angeles, Miami, New York, Phoenix, and San Francisco – and in conjunction with Combe’s national distribution of the new color in Spanish-language packaging. The Spanish-language packaging will be carried in leading retail, drug and grocery stores around the country, including Albertsons, Kmart, Longs, Publix, Ralphs, Safeway and Walgreens.

“La Agencia de Orcí has a firm grasp on what makes the U.S. Hispanic market tick and we would be remiss not to utilize their abilities throughout this campaign,” states Michael Wendroff, vice president of men’s personal care products marketing at Combe. “We realize the potential of this market and want to put our best foot forward. Our partnership with La Agencia de Orcí will enable us to effectively reach these valuable consumers and build a long-term relationship with them.”

“Combe has a unique advantage with the U.S. Hispanic market in that no other male hair color has specifically targeted this demographic. We plan to help them be as successful as possible within this rapidly growing market,” explains Jaime Ramírez, vice president – director of client services for La Agencia de Orcí & Asociados.