Marketing in Brief: Chesebrough-Pond's
This article was originally published in The Rose Sheet
Executive Summary
Chesebrough-Pond's: Backing Vaseline Research's March "Skin Awareness Month" with a $4 mil. ad/promo campaign. Full-page ads with the tagline, "You're one phone call away from healthier looking skin" will appear in Family Circle, Woman's Day, Good Housekeeping, Prevention, TV Guide, Reader's Digest and Better Homes & Gardens, the Unilever division said. The ad, designed by McCann-Erickson Worldwide, includes a toll-free number providing callers with "important skin facts," coupons, samples and dermatological referrals. The ad also features Chese-Pond's Vaseline Intensive Care Lotion Dry Skin formula and the recently launched Vaseline Intensive Care Moisturizing body wash ("The Rose Sheet" Aug. 7, p. 1). The firm also is promoting Skin Awareness Month with a full-page FSI dropping March 3 that offers $1.60 in savings...