The 36-year-old brand, Schwarzkopf's best-selling consumer product, has been reformulated and repackaged with five variants of shampoo and conditioner. It has also extended distribution in all major supermarkets and Boots and Superdrug.
Seven sponsorship idents, created by Burkitt DDB, promote particular variants. The range is aimed at women in their 30s, and uses the strapline "Naturally visible results".
'This Morning' saw audiences drop to a low of 700,000 after losing presenters Richard and Judy to Channel 4. But ITV controller of daytime Liam Hamilton gave the show a reprieve and ordered producers Granada to invest in a more modern set.
Supersoft was last advertised on TV in the 80s. Government brand Learndirect was the previous sponsor of 'This Morning'.
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