SYDNEY, January 12, 2016 /PRNewswire/ --
Last minute shift of policy: The German company Dr. Kurt Wolff announced that it will change its well-known advertising slogan for the Alpecin brand during the Tour Down Under. The very successful slogan "Doping for hair" was again used during TV advertising and OOH until the first weeks of January. However, once the Tour Down Under gets underway all will be replaced by the reference to Alpecin's home country: "German Engineering for your hair."
To avoid any misinterpretation: In fact the slogan "Doping for hair" - meant only for hair - is not at all a reference to the high-performance sport emphasises Mr. Eduard R. Doerrenberg, the managing director of the German company Dr Kurt Wolff. On the contrary: "This claim is already ten years old. It was at that time even examined by the German Advertising Council and approved without objections. This has nothing to do with cycling; instead, it documents the known performance increase that caffeine offers." He further details: "We are aware of our responsibility, which is why we distinguish very clearly between a claim about the product's effects - and cheating in sports."
The company's commitment to clean cycling is an essential part of the Alpecin brand's globalisation strategy. Cycling is booming worldwide, as a hobby and as a competitive sport. "With this commitment," Mr. Doerrenberg explains, "We are getting Alpecin seen throughout the world. This is an ideal combination."
While the company fully supports clean sport and is a major sponsor of the German UCI cycling team Giant-Alpecin, the claim only refers to the well-known performance enhancement of the ingredient caffeine.
The Alpecin Caffeine Complex is a potent and patented formulation which includes caffeine, the trace element zinc and niacin. Thus the products containing the Caffeine Complex leave the hair energized, making it appear thicker and stronger.
So while the advertising will be changed during the Tour Down Under, the successful formulations of the Alpecin products have certainly remained untouched.
Dr. Wolff Group
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SOURCE Dr. Wolff Group