WRINKLED AS A RAISIN by Eje Sociedad Publicitaria for Neutrogena

Adsarchive » Promo » Neutrogena » WRINKLED AS A RAISIN

WRINKLED AS A RAISIN

Pin to Collection
Add a note
Industry Skin Care
Media Promo & PR
Market Puerto Rico
Agency Eje Sociedad Publicitaria
Creative Director Clarissa Biaggi Assoc. Cd
Art Director Juan Carlos Lopez
Copywriter Mara Marrero - Idelis Rios
Released March 2010

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: JOHNSON & JOHNSON
Product/Service: SUNBLOCK
Agency: EJE SOCIEDAD PUBLICITARIA
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: EJE SOCIEDAD PUBLICITARIA, San Juan, PUERTO RICO
Chief Creative Officer: Enrique Renta (EJE Sociedad Publicitaria)
Creative Director: Clarissa Biaggi (EJE Sociedad Publicitaria)
Copywriter: Idelis Ríos (EJE Sociedad Publicitaria)
Art Director: Juan Carlos López (EJE Sociedad Publicitaria)
Otros: Joe Bermúdez
Media placement: Invitation - Direct Marketing - 03/15/10

Describe the objective of the promotion.
Capture the attention of media reporters thru an invitation to Neutrogena's Sunblock Summer product launch and press conference.

Describe how the promotion developed from concept to implementation
We created a memorable and engaging metaphor of the aging effects of sun radiation on unprotected skin. Press received the invitation as a sealed box. When they opened it, they found it loaded with raisins.

Describe the success of the promotion with both client and consumer including some quantifiable results
With a $2,000 budget, we received coverage of $18,500 in media impressions and quality of placement of 95% on newspapers and magazines for our new products.

Explain why the method of promotion was most relevant to the product or service
It clearly shows how your skin will look if you don't use our new products.