SKINTASTIC CAMPAIGN BITES
By Adnews Staff
S.C. Johnson is promoting its Off Skintastic brand of mosquito repellant through a multi-media campaign from Toronto's Harrod & Mirlin/FCB breaking this week. Television advertising will be used to convey the product's benefits, such as its pleasant skin feel and effectiveness. Non-TV media including billboards and print advertising will aim to increase use of the repellent among consumers during the summer season. Print ads in major daily papers The Toronto Star, Edmonton Journal, Vancouver Sun and The National Post read "Kids love to run around half naked. Mosquitoes love it even more" and "Mosquitoes only live a few weeks. Just long enough to spoil your vacation." Additional creative, which reads "Welcome to Cottage Country. Mosquito Population 87,500,000," is intended to depict situations in which parents will need Off Skintastic for their families. In-stores materials using the headline, "Don't leave your children unattended," will also be used to remind parents to protect their children.