Savlon targets ‘Savvy mums’ with new TV push

Antiseptic brand Savlon is promoting its full product range with a TV ad emphasising the idea that ’savvy mums’ do not wrap their children in cotton wool.


The £1.5m campaign attempts to highlight to consumers that there is more to the brand than just its antiseptic cream.

The ad hopes to engage mums by reassuring them Savlon’s full range of products can cope with the bumps and bruises that children pick up when playing outside.

The campaign uses the new strapline Savvy mums use Savlon.

Beattie McGuinness Bungay created the ad and believes the casting of children picked from schools in and around London has given the campaign a more natural approach.

The new work is the first time Savlon has used a UK-specific script.

The ad will break on 14 June and the campaign will run until the end of August. The ads will be shown on ITV, Channel 4, FIVE, GMTV and a number of Sky channels.

This story first appeared on pitch

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