Agency: | Author: Joffy Conolly |
Clearasil - Acne Advertising with Attitude
A. THE BRIEF
In 1996, Procter & Gamble came to Euro RSCG with a challenge to build a relationship between Clearasil and teenagers by talking to them about spots.
Through a thorough understanding of teenagers and, in particular the way that they relate to their media, planning inspired the creation of a punchy, informative campaign 'with attitude', and demonstrated that it is possible to make teenagers want to read about pustules.
B. BACKGROUND
Clearasil is the brand leader in the teen skincare market, and after 25 years has...