Duckworth Finn relaunches Insignia

Duckworth Finn Grubb Waters has relaunched Dana Healthcare’s Insignia brand with a pounds 2.5 million campaign - its first work since winning Dana’s European account last October.

Duckworth Finn Grubb Waters has relaunched Dana Healthcare’s

Insignia brand with a pounds 2.5 million campaign - its first work since

winning Dana’s European account last October.



The 40-second television commercial juxtaposes real-life comments from

women about what they admire in a man with images of how men actually

are. It shows a number of scenes, including a naked man getting out of

the shower as a female voice-over declares: ’I like my man to pay

attention to what he wears.’



Sarah Faunt, account manager on Dana at Duckworth Finn, said: ’The

positioning of Insignia is that women will fancy a man for his

personality not his body spray. It’s about being yourself.’



The media on the campaign is being handled by Bartle Bogle Hegarty’s

media dependant, Motive Communications. The advertising will run

nationally on terrestrial and satellite television and will be backed by

six-sheet posters. It may also run in cinemas at the end of the

year.



Dana acquired the Insignia brand from Procter & Gamble in November 1996

along with Mandate, Le Jardin, Blue Stratos and California. The

company’s strategy is to acquire and develop underperforming brands.



Duckworth Finn has also adapted a US campaign for the European launch of

Fetish, a teen fragrance brand from Dana’s parent comp-any, Renaissance

Cosmetics.



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