Laundry specialist Dr. Beckmann is set to unveil a £1.5m campaign next week, created by Driven, to promote its Colour and Dirt Collector Sheets.
The campaign will feature in the female section of newspapers such as The Daily Express ‘Express Yourself’ section and The Daily Mail’s ‘Femail’, as well as monthly titles such as Easy Living, Prima and Essentials, and weekly titles such as Heat, Grazia, OK!, Stylist, Best and Reveal.
‘Try Me Free’ promotional packs will also form part of the campaign, as well as 250,000 sample size packs on offer for customers of online retailers Very.co.uk and Littlewoods.com.
PR for the campaign is being handled by Brazen PR, and Carat Manchester was behind the media planning.
Susan Fermor, Dr. Beckmann senior brand manager, said: “Our forthcoming campaign adopts a new direction to appeal to a wider market, positioning Colour and Dirt Collector sheets to appeal to fashion conscious shoppers who want to keep their colours looking brighter for longer. The new creative takes a fresh and vibrant approach, and complements our media selection perfectly.
“The high profile national advertising campaign combined with the supporting public relations activity will ensure the brand is front of mind with both our existing target audience, and new shoppers alike when they are making their laundry product choices in the supermarket aisles.
“We will be supporting our Colour and Dirt Collector by communicating the fact that Dr. Beckmann truly understands its target audience and their laundry needs –we’ve got the solution to help them keep their clothes looking their best, which we know is an important factor in these tough economic times. The very nature of the magazines the adverts are appearing in will ensure that we are driving home our key messages and raising the profile amongst our target audience.”