Neutrogena begins Junkface campaign
Johnson & Johnson broke a new marketing campaign for its Neutrogena Men line of skin care products yesterday. The initiative is intended to raise awareness of the brand with male consumers between the ages of 25 and 35. The campaign, developed by DDB Canada of Toronto in collaboration with Tribal Worldwide, is called "The Campaign to End Junkface." The creative seeks to discourage male consumers from washing their faces with the same soap they use to wash their genitals.
The national campaign consists of English-language 60-second video pre-roll advertising, along with online ads, street posters, out-of-home ads, in-store materials, a sampling program and social media activities. The ads direct consumers to a website at <http://www.stopjunkface.com>, where they can download a coupon. Media relations and social outreach for the campaign are being conducted by Rpr Marketing Communications. Media planning and buying are being conducted by J3. The campaign will run for eight weeks.
"Guys don't think about what they use to wash their face," said David Ross, creative director at DDB Canada. "By shedding light on this nasty behaviour in a humorous way, the Junkface campaign is meant to trigger an ah-ha moment to get them to start thinking twice about what they use on their face."