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CONAIR Gets “Cool” with Flavorlab Music Supervisor
CONAIR’S 2022 InfintiPRO Cool Air Styler Campaign
This spring, milk* wrapped Conair’s InfinitiPRO Cool Air Styler campaign. Conair‘s marketing team set their sights on a summery, confident track to celebrate this beloved hair care tool. Cue “Cool” by the Jonas Brothers. With only a few weeks to turn it around, milk* partner and CCO, Deb Casey, brought on Flavorlab‘s Director of Music Publishing, Kyle Guffey, to secure publishing rights for the feel good hit.
While the energy and lyrics of “Cool” fit the product perfectly, Conair wanted the vocals to reflect the featured faces of the spot and their core demographic, young women. They found their match in singer-songwriter and bassist for rock band, Plush, Ashley Suppa. With other engagements on the horizon, the team only had a little over a week until Ashley’s studio session. Kyle advised the team to move forward with recording before licenses were underway so not to lose out on their talent. From here, she guided Conair on budget and terms to better mediate the needs of the three publishers.
Working with label partners at Sony and Universal, as well as Director of Sync Licensing at Downtown, Julia Buccheim, a former intern here at Flavorlab, they finalized just in time for the early May launch. Check out the spot above and keep your eyes out online and on streaming through 2022!
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