Stateside and Trans-European Rollout for P&G’s Oil of Olay

29 August 2001

October will see the rollout across Europe and the US of Procter & Gamble’s Oil of Olay Touch moisturizing brand range. In addition to the Stateside launch, the rollout extends to Austria, Germany, Italy, the UK, Scandinavia and Switzerland.

Comprising a cream and a lotion, Touch claims to provide skin with extra moistness and softness. The claim will be massaged gently into the consumer psyche via a pan-European TV campaign, Love the Skin You’re In, by Saatchi & Saatchi London.

Coincident with the rollout, the entire Olay brand will undergo a packaging makeover, facilitating consumer differentiation between the various Olay range categories - Essential Care, Special Care, Pro Vital and Touch.

News source: Advertising Age - International Daily