Avon calls for new sales staff

Avon src=Avon is launching its first television advertising campaign since the Sixties. The push is part of a drive to recruit new staff for its famous door-to-door sales team.

The campaign, created by Soho Square, will break Monday 28 April and is intended to boost Avon’s 170,000 strong team of UK sales representatives. The advertising has the strapline “Hello Tomorrow” in a departure from the company’s famous “Ding Dong, Avon Calling” slogan of the sixties.

The ad features six “Avon ladies” sharing their experience of working for Avon. The company says the campaign, which will also feature actress Reese Witherspoon, is part of Avon’s “global brand renaissance”. Avon says it has increased its global advertising budget for 2008 by 35% to $340m (£172m).

The company says the current economic conditions should spur on the recruitment drive as, historically, it has seen an increase in demand in times of economic hardship.

The TV ads will be heavily focused on the daytime audience and will run during programmes such as This Morning, The Wright Stuff and Loose Women. Media planning and buying is by Starcom.