Kao Brands begins Jergens campaign
By Adnews Staff
Kao Brands Canada of Mississauga has begun a national advertising campaign for its skincare brand Jergens. The effort, developed by Taxi of Montreal, introduces a new look for the brand using images of sensuality and "feminine softness." The campaign's three ads consist of photographs of nude women wearing Jergens Ultra Care Lotion instead of clothing. The copy invites women to take care of their skin, which they wear every day. The campaign includes magazine, Web, and subway ads, plus in-store displays. "Applying lotion to your body is a sensorial experience that helps women feel beautiful," said Heather Carney, Jergens brand manager. "For the Jergens woman, beauty is about self-confidence and feeling good in your own skin, and that is the inspiration for this campaign."