P&G's markets Total Effects against aging bodies

Singapore - P&G has launched an integrated through-the-line campaign to market its range of anti-aging body care products "Olay Total Effects" to savvy young women.

Taking the island as its launch pad, the Total Effects line enters the body wash category locally with its new product "Olay Total Effects Shower Cream + Body Butter", which it hopes will enable it to gain a larger share of the body wash category as well as spark product interest in the ASEAN region.

"Singapore was a natural choice to debut Olay Total Effects Shower Cream + Body Butter, given the maturity of the body wash market and the already strong consumer affinity to the Olay Total Effects brand. Initial feedback from retailers has been extremely positive in light of the brand's strong consumer appeal. Its debut in a completely new category has been supported by an integrated marketing campaign with focus on strong in-store presence," Ivan Chuavon, marketing director of P&G Personal Cleansing said.

Olay's integrated campaign encompasses print, TV and OOH advertising. It is supported by PR and POS executions including banners, wobblers, long violators, shelf talkers, header boards, hanging mobiles and small display stands. The POS key visual shows a young woman wrapped in a ribbon of moisture.

The campaign can also be seen at Guardian stores islandwide.