Because Popping your Pimples should not Be the Solution!
April 12, 2010 —
Groupe Marcelle recently launched a campaign to promote AC-Solution, its new skincare line, to women aged 18 to 34 years old. The company trusted Newad for the creation and execution of a unique and targeted indoor advertising campaign.
AC-Solution is a new skincare line for acne-prone skin. Newad emphasized the benefits of the product in this campaign. On the posters, the following tag line can be read “popping them should not be an activity”. A layer of bubble wrap was placed over the posters, inviting people to “pop” the bubbles. “We found this concept interesting because it associates the products with a fun and entertaining experience, popping the bubbles, while promoting their benefits” said Didier Codère-Lortie, art director at Newad.
The campaign is posted in Newad’s Sports & Fitness and Campus networks, from March 29th until May 9th, in Montreal and Toronto. In addition, locker rooms of fitness centers will be branded with the same concept. Shower curtains will be replaced with curtains made of bubble wrap on which will appear the same tag line. Finally, the product will be available to try in establishments where the campaign is being executed.
“On top of providing an interesting creative concept, Newad was able to provide relevant research data proving the effectiveness of their indoor advertising network and testifying of their expertise to reach the 18 to 34.” said Cathy Samson, Marketing Manager, skin care Marcelle.
ABOUT MARCELLE
Marcelle® products are hypo-allergenic and perfume free. Marcelle® is a registered trademark of Groupe Marcelle, a Canadian manufacturer headquartered in Lachine, Quebec. Nearly 225 people are employed in the research, development, production and marketing of some 500 products for its two brands. Marcelle® offers a full line of makeup and skincare products, and Annabelle® is an entirely separate line of makeup and accessories. For more information, visit http://www.marcelle.com/.