SC JOHNSON PROMOTES OFF BOTANICALS REPELLENT
By Adnews Staff
SC Johnson, based in Brantford, ON, is promoting a new insect repellent called OFF Botanicals. The product is the first in the OFF line that does not contain DEET. Instead it uses an ingredient from the lemon eucalyptus plant to repel mosquitoes and black flies. A teaser campaign has been running on television for the past two weeks. More television and print advertising will follow, using the tagline "Non-DEET protection that works." The advertising, created by FCB of Toronto, will be supported with in-store displays and representatives, coupons and public relations, the latter handled by Harbinger of Toronto. According to Neil Chin, vice-president of marketing for SC Johnson, a larger campaign for the overall OFF brand is also planned. Print and radio ads currently running will be followed by television advertising in late May. Outdoor and in-store elements will also be part of the larger campaign.