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Beiersdorf promotes cellulite patch with bubble wrap

Beiersdorf Canada has begun an out-of-home campaign to promote a new product called the Nivea Good-bye Cellulite Patch. The campaign, developed by TBWA Toronto, began earlier this month in Toronto, Montreal, Calgary, Edmonton and Vancouver. The creative consists of posters displaying the copy, “Reduce the bumps.” The ads are covered in bubble wrap which passers-by are encouraged to pop. On execution in downtown Toronto consists of a 10 x 30 foot billboard at street level, also covered in bubble wrap. The smaller posters are installed in the washrooms and changing rooms of fitness centres. This inventory cam from NewAd. The campaign also includes an online calendar located at <>. Visitors to the site can pop a bubble each day to reveal a health tip. “Most people have fond memories of popping bubble wrap as kids,” said Arlene Ryer, communications manager at Beiersdorf. “When the outdoor poster in Toronto first went up, people were popping one or two bubbles as they walked by. Soon enough, passers-by were really having fun with the signage and interacting with it quite a bit.” The campaign will run until the end of May.

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