Mellors Reay & Partners has been picked to handle the UK launch of
a sunscreen lotion which claims to offer longer lasting protection than
any rival product on the market.
Sweden’s Zeon Healthcare says it will invest up to pounds 6 million over
the next three years to support Proderm Transdermal’s penetration of the
pounds 105 million UK market.
The budget would give Proderm an advertising exposure almost matching
the UK’s biggest suntan brand, the Boots Soltan range, which is backed
by a pounds 2.3 million annual spend.
Proderm is a mousse which seeps through the skin’s surface, making it
more resistant to water and giving protection even after towel
Zeon, whose backers include the Crystal Palace and former Swedish
international footballer, Tomas Brolin, believe the product can achieve
sales throughout the year by appealing to winter sports and yachting
Mellors Reay is preparing a press, poster and cinema campaign which is
due to break in early summer. A TV test is also under consideration.
The agency’s managing director, Chris King, said: ’Our task is to make
the most of Proderm’s benefits without drowning the advertising in
Meanwhile, the agency has hired the Leagas Delaney account director,
Kate Harris, to take charge of its HP Bulmer and Jersey Tourism business
which bill a total of pounds 6 million.
The accounts were previously overseen by Paul Richards, who left the
post of managing director last month (Campaign, 27 February).