Beiersdorf-owned Elastoplast is to launch a &£1.1m advertising campaign on July 4, introducing brand heroes called “the Plastermen”. The animated characters will launch Elastoplast’s new SilverHealing plasters.
The advertising campaign will include national television, cinema and print. It has been created by TBWA/ London, with planning and buying through Carat. In the TV commercial, an animated SilverHealing plaster is shown descending on rocket-powered feet, with a voiceover from actor Brian Blessed.
Beiersdorf category marketing manager for personal care Samantha Wright says: “The first-aid category is a mature, low-interest market, which has followed the same advertising conventions for years. Beiersdorf and TBWA/London saw a need to revive the category and engage with consumers on a level beyond product benefit.”