Mellors Reay picks up launch of Zeon’s Proderm sunscreen

Mellors Reay & Partners has been picked to handle the UK launch of a sunscreen lotion which claims to offer longer lasting protection than any rival product on the market.

Mellors Reay & Partners has been picked to handle the UK launch of

a sunscreen lotion which claims to offer longer lasting protection than

any rival product on the market.



Sweden’s Zeon Healthcare says it will invest up to pounds 6 million over

the next three years to support Proderm Transdermal’s penetration of the

pounds 105 million UK market.



The budget would give Proderm an advertising exposure almost matching

the UK’s biggest suntan brand, the Boots Soltan range, which is backed

by a pounds 2.3 million annual spend.



Proderm is a mousse which seeps through the skin’s surface, making it

more resistant to water and giving protection even after towel

drying.



Zeon, whose backers include the Crystal Palace and former Swedish

international footballer, Tomas Brolin, believe the product can achieve

sales throughout the year by appealing to winter sports and yachting

enthusiasts.



Mellors Reay is preparing a press, poster and cinema campaign which is

due to break in early summer. A TV test is also under consideration.



The agency’s managing director, Chris King, said: ’Our task is to make

the most of Proderm’s benefits without drowning the advertising in

scientific mumbo-jumbo.’



Meanwhile, the agency has hired the Leagas Delaney account director,

Kate Harris, to take charge of its HP Bulmer and Jersey Tourism business

which bill a total of pounds 6 million.



The accounts were previously overseen by Paul Richards, who left the

post of managing director last month (Campaign, 27 February).



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