• October 14, 2010

Personal care brands Pert Plus and Sure, two brands that have had no ad support for several years, are launching brand advertising campaigns this month. Idelle Labs acquired both brands this spring. The company says the new ad campaigns "drive home the importance of value and reliability in today's unstable economy." 

The efforts are via Madison Avenue Consortium, a virtual agency. Pert Plus' "Get Hair that's all PLUS and no fuss with Pert Plus" campaign is aimed at women who buy hair care products for their families. The effort for the product, which Idelle is positioning as a family brand, touts the benefits of a two-in-one shampoo-conditioner that cares as it cleans. 

Sure's campaign highlights antiperspirant protection with a "Be Superprotected. Be100% Sure" slogan, and a superhero wearing a cape in both the print and TV ad.