DRYEL TEAMING UP WITH THIS YEAR'S FABRICS FOR NEW CAMPAIGN
By Adnews Staff
Toronto-based Procter & Gamble (Canada) Inc. has teamed up with Fashion Magazine for a new print campaign promoting P&G's at-home dry clean only product Dryel. The campaign, created in-house by Fashion, features Canadian designers and the garments and fabrics used in their most recent collections. Double-page spreads will feature a different designer each issue as well as the Dryel brand. Both P&G and Fashion are targeting a similar demographic of fashion and style conscious women 18-49 years of age. The ads describe what inspires each designer, what is in their collections and what to use to care for their clothes. Media for P&G was handled by Starcom of Toronto. The campaign is running for seven issues, through to the end of the calendar year.