JWT mocks mysticism in Boots push

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.

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.



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