Antiperspirant-deodorant brand Mitchum has teamed up with Guerillascope to drive sales through a combination of linear TV and VOD advertising.
The media strategy launches on June 25 and will encompass 20-second TV spots across channels such as Channel 4, ITV2, Channel 5, Sky Atlantic and E4 over the following weeks.
This activity will be complemented with VOD placements on All4, Sky Go and ITV Hub – the latter concentrated on Euro 2020 coverage and the new series of Love Island. The campaign is expected to reach heavier and lighter TV viewers alike.
Media planning and buying has been managed by Guerillascope, with creative and production overseen by &Friends.
With summer roaring into focus and temperatures sky-high, the timing of Mitchum’s campaign is no coincidence. The brand’s triple odor protection is expertly formulated to keep sweat and odor away for up to 48 hours, ensuring customers can enjoy the sunshine with confidence.
Offering her thoughts on the campaign, Charlotte Faux, head of marketing, Revlon Consumer UK at Mass, said: “Guerillascope have proven to be a fantastic partner for our 2021 campaign. They have demonstrated a deep understanding of our brief and very strong expertise of the AV landscape.
“Their attentiveness has proven that they will go above and beyond to ensure full client satisfaction, from insight building through to their flexibility and efficient communication. We’re excited to see how the campaign performs.”
Mitchum is available in most major supermarkets.