Objective: Cetaphil is a premium skin care line for different age groups. The thrust was to communicate the product benefit of smooth clear and soft skin.
Creative Execution: Instead of paper, the ad was printed on satin cloth to impress satin-like skin. This was the first ever ln local publications.
Result: Sales growth vs. 2009 increased by 22% in Modern Trade. This measures units sold to consumers who bought the product out of their own will, and not because they got a prescription from a dermatologist. They were also able to achieve sales based on their targets, and even went over by 10% (total sales achieved vs. targets is 110%). They sold 1.3M units of products in 2010.
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