Groupe Marcelle promotes AC-Solution with bubble wrap
Groupe Marcelle of Lachine, QC has begun a marketing campaign for its AC-Solution line of anti-acne skincare products. The out-of-home campaign, developed by Newad, is aimed primarily at women between the ages of 18 and 34. The creative consists of posters overlaid with a layer of bubble wrap. The copy reads, "Popping them should not be an activity." The campaign will run in fitness centers, colleges and universities in Toronto and Montreal until May 9. In the locker rooms of some fitness centers, shower curtains made of bubble wrap and displaying the same copy have been installed. Product sampling is also part of the initiative. "We found this concept interesting because it associates the products with a fun and entertaining experience, popping the bubbles, while promoting their benefits" said Didier Codère-Lortie, art director at Newad.