Immac uses style icons to rebrand

Immac, the Reckitt Benckiser hair removal brand, uses style icons that have famously changed their names to communicate its rebrand as 'Veet' in a £6m campaign. The TV ads, through J Walter Thompson, show footage of Marilyn Monroe and Bo Derek with the line 'Sometimes it's good to change your name'. TV will be supported by ads across women's consumer titles, radio promotions, viral e-mails and road shows held at shopping centres. Media is through OMD UK. Packaging will feature the strapline 'Veet, formerly known as Immac'. The brand is also unveiling several products under the Veet brand including a shower-formula hair removal cream. Veet is the name the brand uses throughout the world.

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