PEARS BACKS AWAY FROM ITS TRADITIONAL MEDIA
By Adnews Staff
Lever Ponds of Toronto launched radio and mall poster campaign this week to promote its Pears line of shampoos and conditioners. Traditionally, the company has used TV and print to promote its hair care products, but decided to use different media to "break through the clutter of hair care advertising that currently exists in television and print," Pears brand manager Jennifer Davidson says in a release. The radio campaign features three spots in the format of call-in radio shows. Various callers phone-in to ask Davidson questions or make comments about Pears shampoo such as ". . . last time I used Pears shampoo, I detected a little mango as well." The tagline for the radio and poster ads is "It ain't brain surgery." The purpose of the tagline is to show consumers that Pears is uncomplicated. The radio ads will air in Toronto, Montreal, Vancouver and Ottawa, as well as London, Kitchener and Hamilton, all in Ontario. The posters will run in the following Ontario cities: Toronto, Hamilton, Oshawa, Kitchener, Waterloo, Brantford, Ottawa, Hull and Belleville. The campaign was created by MacLaren McCann. PR is being done by MacPhee Jesson. Both agencies are based in Toronto.