Press Release Heidi Klum to advertise Drei Wetter Taft

Press Release
Düsseldorf, May 2007
Heidi Klum to advertise Drei Wetter Taft
For the last 50 years plus, Drei Wetter Taft has been synonymous with perfect styling chic,
offering hold and protection come wind, rain or sunshine. Now, as of Monday, May 21,
Europe’s most successful styling brand is launching a new campaign – with German
supermodel Heidi Klum providing the new face of Drei Wetter Taft.
“Hamburg 8:30 a.m. Raining again. But thanks to Drei Wetter Taft, hair still perfectly in place.” This
legendary German TV commercial featuring a beautifully styled business woman jet-setting around the
world has been inseparably associated with the Taft success story since the 1980s. Now, as of
Monday, May 21, Heidi Klum will be taking over the leading role. This top model is advertising the
number one in the German styling market. The 30-second and 20-second ads with their renowned
claim "Perfect hold in any weather” are to be shot under the directorship of Rankin Wardle and Chris
Cottam (London) of the production company Tempomedia, Hamburg. The ad agency providing the
creative input is TBWA, Düsseldorf. The commercial will be shown by all German public and private
broadcasters regarded as relevant to the target group.
“These latest TV ads provide a completely new angle to the familiar backdrop of the three different
types of weather,” explains Tina Müller, Corporate Senior Vice President for Henkel’s worldwide
cosmetics business in the hair, facial and oral care segments. The wind, for example is generated by a
wind machine with a photo shoot as the story line. And in this new campaign it is not rain that provides
the air humidity but a rather attractive gardener.
Heidi Klum on her role as the new face of Drei Wetter Taft
"My job keeps me on the go all the time, jetting from location to location around the world. The image
of the Drei Wetter Taft lady suits me down to the ground, combining professional commitment with the
need to maintain a high standard of appearance,” explains Heidi Klum. “I always wondered when
Schwarzkopf would finally give me a call!”
The history of the Drei Wetter Taft lady
Drei Wetter Taft, market leader in the German styling segment, has always kept pace with the
changing image of the modern woman, cleverly reflecting the latest hair styling trends in its
advertising. While in the 1960s, the Taft lady was depicted in the role of the perfect housewife, in the
1980s, the Drei Wetter Taft model was seen to be jetting around the world in her role as a business
woman. Hence, the brand has consistently presented itself in a pioneering role and purposefully
reflects the very latest facets attributable to the role of women within contemporary society. In 2007,
Henkel KGaA, Corporate Communications
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the focus is very much on the confident woman, mastering the growing demands on her time with
exemplary ease and combining job, family and beauty to optimum effect. “There is no other super
model better able to embody the image of today’s woman than Germany’s Heidi Klum. She is
attractive, self-confident and, with her three children, is proof positive that a good career and family life
can be successfully integrated,” asserts Müller. “As such, she is the ideal face for Drei Wetter Taft.”
Photographic material representing the new Drei Wetter Taft campaign with Heidi Klum is
available for downloading from
“Henkel - A Brand like a Friend”. For more than 130 years, Henkel has been a leader with brands and
technologies that make people's lives easier, better and more beautiful. Henkel operates in three
business areas - Home Care, Personal Care, and Adhesives Technologies - and ranks among the
Fortune Global 500 companies. In fiscal 2006, Henkel generated sales of 12.740 billion euros and
operating profit of 1,298 million euros. Our 52,000 employees worldwide are dedicated to fulfilling our
corporate claim, "A Brand like a Friend," and ensuring that people in more than 125 countries can trust
in brands and technologies from Henkel.
Henkel KGaA
Lars Witteck
External Communications
Phone: +49 211 797- 2606
Fax: +49 211 798- 9208
Marion Schwenker
Brand Communications
Phone: +49 211 797- 8312
Fax: +49 211 798- 4040
[email protected]
Henkel KGaA, Corporate Communications
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