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Proactiv Launches An Image Campaign

New York Times, Tuesday, May 4, 2010 10:51 AM

If you've ever had a teen with a burgeoning pimple, you know how effective Proactiv's direct-response television advertising can be. But now, Stuart Elliot reports, while mainstream consumer product companies such as Procter & Gamble toy with direct response, Proactiv's parent, Guthy-Renker Corp., is experimenting with traditional advertising.

The campaign, which includes TV, magazine ads, billboards, signs and online, takes an image approach to compete against blue-chip brands in the skin care category. An upbeat theme -- "Be Proactiv" -- is voiced by celebrities such as Mandy Moore, Avril Lavigne, Katy Perry, Jenna Fischer and Julianne Hough.

"This is scary territory for direct-response marketers," admits Greg Renker, co-chairman of Guthy-Renker, but he says that the brand is prepared to fight on quality instead of price.

Read the whole story at New York Times »

ad campaign, direct response, health and beauty aids, online reviews, outdoor, packaged goods, print, tv

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