Sara Lee International is launching a pan-European online campaign for Sanex for Men, aimed at positioning the brand as an expert in male grooming.
The campaign is backed by a new website, sanexformen.com, which has been designed around the concept of a locker room. The advertising and website will tie in with the brand’s above-the-line and local promotional activity.
The online advertising will include banner and skyscraper ads on sites such as MSN, Mens Health, The Guardian and AOL. The ads feature unusual facts about the male body, and invite users to offer their own facts for the chance to win a mountain bike.
The campaign launches in the UK this week and then rolls out across European markets. The ads and site have been developed by digital agency Framfab. It is the first work by Framfab since it revamped the account team working on the Sara Lee account.