Unilever’s anti-dandruff shampoo CLEAR emerges as a big winner with their mega-sponsorship of Clear Doll Domination, a large concert topbilled by their endorser Nicole Scherzinger.
The half-Filipino Scherzinger is lead singer of the Pussycat Dolls, the chart-topping pop group whose hits include a version of “Jai Ho (You Are My Destiny)", a song that originally appeared in the film Slumdog Millionaire. The group does not have a lot of big-ticket international endorsements, though they are popular in the entertainment press. Their song ‘Don’tcha’, with Busta Rhymes, was also the soundtrack to a popular Heineken ad in 2006.
At a press conference yesterday, a subdued Scherzinger profusely thanked her main sponsor: “Clear is the biggest endorsement I’ve ever had, so it’s quite an honor to know that I am a part of such a great brand that reaches out to the Asian audience. To be able to be the face, the representative of that, it means so much to me.”
Initially hitting the world stage via the Pussycat Dolls’ music videos, the exotically attractive Scherzinger was embraced by the country because of her Filipino roots. She first appeared in a Bench underwear ad before signing with CLEAR.
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In photo: Ashley Roberts, Kimberly Wyatt, Melody Thornton, and Nicole Scherzinger.
PCD’s Jessica Sutta failed to join their Manila concert due to a back injury.
A Clear Doll Domination: Pussycat Dolls Live in Manila is tomorrow, June 11 at the Mall of Asia. The event is presented by CLEAR, MTV, and MCA Music Inc. This is the Dolls’ second visit to the Philippines, with their first concert held in 2006.
