From now until Sept. 26/08, Garnier is displaying its innovative advertisement that features two panels occupying a space of approximately 233 square metres centred by a 3-D neon green shampoo bottle.

The advertising board, developed by Publicis Montreal, is one of the largest ads to ever hit the streets of Montreal. It took over three months and the collaboration of seven different companies to create the gigantic billboard. The imposing 3-D Garnier Fructis bottle, which measures 9.5 metres, marks a first in out-of-home advertising for the brand. It both reveals the product's new refined packaging and reminds passers-by that 'No one makes your hair stronger.'

"This large-scale out-of-home campaign is designed to reaffirm our position as a key player in the hair care market and to communicate to our Quebec consumers the excellence and effectiveness of the Garnier Fructis line of products,” says Daniel Fafard, senior vice-president, Consumer Products Division of L’Oreal Canada.

The Garnier line is most popular among consumers in Quebec. When asked, "What brands of shampoos have you used in the last six months?" more than 33% of the Quebec population polled by Research Strategy Group Inc. responded that they used products from the Garnier Fructis hair care line. This represents total sales of close to $10 million for the brand.

The advertising's prime location lies in close proximity to many of the major summer festivals that occur in the city.

Creative team at Publicis on the advertising includes: Michel Mergaerts, creative director; Nicolas Leblanc, art director; Karine Doucet, French copywriter; Alain Biron, print production manager. Media planner at ZénithOptimedia is Katie Mateer. Others involved include: Time2Ad, Beaux Ouvrages, and PNH.