E45 launches £6m TV campaign
E45 has launched a new TV campaign aiming to “cut through the hype and noise in the skincare category”.
Developed by Havas Worldwide, the £6m campaign centres on two ads both featuring real-life twins with similar skin conditions. However one twin regularly uses an E45 product, while the other doesn’t, aiming to show the benefits of E45 to the condition of skin.
The ads end on the strapline, ‘makes all the difference’.
"The new advertising campaign has two been designed to cut through the hype and noise in the skincare category and provide visual evidence relating to the proven efficacy of E45 cream and lotion," said the brand's parent company, Reckitt Benckiser, in a statement.
The campaign breaks on TV this week and will run until Christmas and then throughout 2014. It is also being supported with digital activity.
Media planning and buying was handled by ZenithOptimedia UK.
Content created with:
Havas
Havas SA is a French multinational advertising and public relations company, headquartered in Paris, France. Havas operates in more than 100 countries.
Find out more
Zenith Media
Zenith, part of the Publicis Groupe, is one of the world's leading global media services agencies.
Find out more