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Brand’s targets younger consumers

Brand’s InnerShine prune essence, a product of Cerebos, has announced budding actress and model Izara Aishah (pictured) as its new brand ambassador, in conjunction with the launch of Brand’s Innershine Prune Essence with Camu Camu.

Camu Camu is a fruit indigenous to the Amazon rainforest and is known to be the most potent botanical source of Vitamin C.

Aishah will be the face of the “Chantek Menawan” campaign that will include TV, print, outdoor, in-store and online advertising.

Carmen Liew, marketing manager of Cerebos, said, she is confident Aishah will appeal as a testimonial to the younger consumers from the ages of 20 to 29 with her natural beauty as demands for beauty health products increase among Malaysian consumers.

“Our current market share is more than 30%. With Aishah on board, we can take Innershine to greater heights. We aim to grow at least close to 40% by the end of this year,” Liew toldA+M.

Liew also said this time Cerebos will be more aggressive on digital.

Also seen at the launch were singers Altimet and Adeep who performed the campaign’s theme song “Chantek”.

Aishah is also the brand ambassador of Cosry Purple Label and Secret Garden.

For this campaign, the creative was executed by 180 Strategic Communications, digital by IF Isobar, media by Universal McCann.

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