J. Walter Thompson has developed a cheeky campaign for Kyusu, a
design-led toiletries brand recently launched by Boots in selected
stores across the country.
The campaign, backed by a pounds 1.5 million spend, is built on the
jokey juxtaposition of the mythological philosophy of Kyusu against a
range of genuine Eastern philosophies. The ad will run as an eight-page
insert, which includes arty photographs of female nudes next to
photographs of products from the Kyusu range. The campaign carries the
strapline: ’Kyusu. Philosophy for the body.’
The initial launch comprises five million inserts which will run in a
range of women’s style publications including Vogue, Marie Claire and
Cosmopolitan from November. The two products mentioned in the first ads
are Awaken, a shower range, and Unwind, a bath-care range. A further
double-page spread for Senses, a massage oil, will appear in
December.
The campaign was created at JWT by the art director, Joanna Dickerson,
and the copywriter, Richard Spencer. The main photography was by Karena
Perronet-Miller who is renowned for her work with nudes. Pack-shots of
the products were by Kevin Summers.
Charlie Hiscocks, the director in charge of the Boots account, said:
’Kyusu has the potential to join No7 and 17 as a highly desirable brand
in its own right.’
Jacqueline Paterson, Boots’ beauty business unit category general
manager, added: ’We have been impressed with JWT’s work on the main
Boots brand and have found its insight for this brand launch
compelling.’
Media is being handled by BMP Optimum.
