Marketing in Brief: The Body Shop
This article was originally published in The Rose Sheet
Executive Summary
The Body Shop: Trial print/radio ad campaign breaks in New York City, Los Angeles, Chicago, Washington, DC and Baltimore in mid-November. Created to increase brand awareness and enable consumers to differentiate between The Body Shop and other similarly positioned lines, the campaign will run for a four- to six-week period, the firm says. Newspaper and magazine ads will feature product shots as well as aspects of the firm's philosophy, The Body Shop notes. Ads were created by New York City-based Working Class. The Body Shop announced its intention to begin advertising in the U.S. Oct. 18 ("The Rose Sheet" Oct. 23, p. 8)...