Red Cell launches its first work for Witch next week, with a pounds
3.5 million television and press campaign featuring clear-skinned
teenagers next to the cruel nicknames they used to be called before they
"Zitty Zara Jackson", "paper bag Paula Price" and "greasy Gail Edwards"
all turn out to be beautiful girls without a blemish in sight. The
campaign's endline is "Witch helps make bad skin days a thing of the
This is Red Cell's first work for the Witch brand since winning the EC
De Witt business from McCann-Erickson last summer.
David Fowler, the UK marketing director of De Witt, said: "We had a very
successful relaunch for the brand in 2000, demonstrated by the fact that
sales in 2001 are up more than 50 per cent on the same period last
Best known for its Witch Stick, the expanding skincare range, which is
based on natural witch hazel, now includes face wash, body wash, clear
pore gel, daily cleansing lotion, skin treatment gel and sun sore
Fowler added: "To ensure Witch continues to strengthen its position in
the natural skincare market, we wanted a campaign that challenges and
gives stand-out. We are confident that this latest activity will prove
popular with both consumers and retailers, while supporting both the
existing range and planned new products for 2001."