Sara Lee International is launching a major pan-European advertising campaign for its Sanex toiletry brand that focuses on “healthy skin”.
The campaign marks a shift in strategy away from product-led advertising in favour of promoting the overall brand.
Sanex global marketing director Sam Deasy says the activity represents a “step change” in its marketing strategy with the aim of attracting new users to the brand particularly “in the UK where the brand is still relatively small”.
The campaign, which has been created by Abbott Mead Vickers.BBDO, uses 100 professional dancers who have been choreographed to represent “living skin cells” and imitate human skin, highlight the link between Sanex products and the body’s natural processes.
The ads, which will run across UK, France, Spain and the Netherlands, will break on January 7. The campaign will be supported by online activity including targeted blogging, microsites and a viral campaign that will encourage consumers to interact with the “healthy skin” concept. The viral has been created by digital agency FramFab.
The Sanex range comprises both a unisex and specialist men’s range of foaming cream bath, shower and handwash products alongside a range of antiperspirant deodorants.
The brand also plans to strengthen its ties with of the British Skin Foundation as a major sponsor of the 2007 Walk For Skin, a series of walks held across the UK between May 13 to 20 in an effort to raise funds for skin disease sufferers.