According to the agency, Clearasil is the FMCG brand’s top-selling skincare product in Australia and, with this, Euro RSCG will manage the digital presence of Clearasil’s acne treatment creams, facial washes and cleansing products.
The agency added that it won the business based on its strategy and creative proposal surrounding a campaign titled ‘Be yourself for real’. The push centres around teenagers’ tendency to hide behind inflated status updates and retouched photos when spending time online. The campaign will encourage audiences to meet with their friends in the real world.
Emma Ensor, brand manager for Reckitt Benckiser, said in a release that the stakes for the campaign are high. “We’re talking to teenagers and this can be a difficult market to capture,” she said. “You can’t afford to get it wrong.”
The campaign is slated to run for the remainder of 2009.
The agency added that it won the business based on its strategy and creative proposal surrounding a campaign titled ‘Be yourself for real’. The push centres around teenagers’ tendency to hide behind inflated status updates and retouched photos when spending time online. The campaign will encourage audiences to meet with their friends in the real world.
Emma Ensor, brand manager for Reckitt Benckiser, said in a release that the stakes for the campaign are high. “We’re talking to teenagers and this can be a difficult market to capture,” she said. “You can’t afford to get it wrong.”
The campaign is slated to run for the remainder of 2009.
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