Frisco sold the armpits Reksone
"As Rexona - is the number one brand of deodorants, we have relied on the" star "number one. Based on these studies the preferences of Russian women, we chose Jeanne Friske, as the personification of the values of the brand Rexona: independence, activity, success, positive emotional charge, "- said the marketing manager of Unilever Catherine Skasyrskaya.
It turned out that Joan is admired not only men, but women are ready to take off her example. According to the Russians, Jeanne is very beautiful and successful woman who builds his life on their own, so-called self-made woman. In this studied group of women he claimed that the "star" is using antiperspirant only during concerts and visits to the gym. Frisco dispelled misconceptions of our compatriots, saying: "The use of antiperspirant - it is an integral part of daily personal care of any modern woman!»
Filming of the new infomercial Rexona with Jeanne Friske took place in Hungary. It was directed by Jimmy Diebold, a recognized master of advertising shooting. Among his most famous works can be called a commercial for Calvin Klein.
Roller Rexona starring Jeanne Friske can be seen on all TV channels from Russia August 4, 2007.
Recall that recently in Russia was a major scandal with an Internet campaign Rexona. The campaign calls on the Russian women "to kill a pig».
In connection with this, the editors received an official letter Site Manager for Media and Communications company Unilever, explains some of the facts of the campaign.
26.07 was inaugurated website www.rexona-deo.ru a presentation. 31.07 and 1.08 was carried out online newsletter to promote the site. The presentation is a continuation of our communication strategy, together with a roller «Tattoo» and other creative materials ("Do not let the smell of sweat is not for you to put the stamp"). The main goal - to coerce women to use more deodorant.
This presentation we would like to draw consumers' attention to the problem of odor. What problem does exist, it was confirmed that among other things, the size of the Russian market of deodorants, as well as an extremely low rate of growth. This is all the more surprising that a whole culture of consumption goods for personal care (cosmetics) in Russia is very high: deodorants are the exception to the rule.
Unilever has invested heavily in research of consumer preferences in product development. It is equally important to note that Rexona attaches great importance to the development of the market of deodorants, not just "redistribution" of shares in an existing market. It is this task - the disclosure of some facts about deodorants in order to develop the market of deodorants and stood in front of the agency developed this presentation.
It is important that the tattoo of a pig was used in television commercials and other creative materials of the campaign, the pig in this case is a metaphor for an unpleasant smell, and in any case should not draw parallels between the tattoo and the woman who does not use deodorant. By the way, like a metaphor - a fairly common advertising tool.
This kind of campaign with the publication of these studies were conducted in the several countries, such as Romania, Hungary, Czech Republic, Croatia, Slovenia, Slovakia, and were perceived quite positively.
The video and the whole creative idea «Tattoo» Tattoo with a pig as a metaphor odor, have been developed by advertising agency Lowe GGK, Budapest.
We were ready for that event will cause some resonance because aware that the theme of the smell of sweat is a kind of "taboo" and the perceived rather badly. But we were surprised by such a violent reaction. We do not link the information provided to the insult of national dignity.
The site was closed due to the beginning of a new phase of the campaign with the participation of Zhanna Friske. The video on the air since 04.08.07
blockquote> On the topic of the Gazette: The aroma of scandal. Why Rexona changed pigs star
via www.vedomosti.ru/newspaper/article.shtml?2007/08/09/130755
