Johnson and Johnson begins interactive campaign for Reach
By Adnews Staff
Johnson and Johnson has begun an online campaign for its Reach line of dental care products. The initiative takes the form of a Web-based game called “In the Mouth of Mystery,” located at <http://www.reachmystery.ca>. The game features the brand’s animated spokescharacter Mr. Reach, first used in television commercials in the 1980s and 90s. The game, aimed primarily at women, involves Mr. Reach’s search for his friend Jerry the Narrator. He must travel from Vancouver to Quebec City, Nova Scotia, Paris, Venice and Aruba, using various Reach products to overcome obstacles. Players of the game can also enter a draw for a trip to Aruba, trips to three Canadian destinations or one of 500 instant-win prizes. The campaign, which was created by Fuel Industries, will run until Feb. 26, 2007.