Red Cell uses cruel nicknames in first campaign for Witch

Red Cell launches its first work for Witch next week, with a pounds

3.5 million television and press campaign featuring clear-skinned

teenagers next to the cruel nicknames they used to be called before they

discovered Witch.

"Zitty Zara Jackson", "paper bag Paula Price" and "greasy Gail Edwards"

all turn out to be beautiful girls without a blemish in sight. The

campaign's endline is "Witch helps make bad skin days a thing of the


This is Red Cell's first work for the Witch brand since winning the EC

De Witt business from McCann-Erickson last summer.

David Fowler, the UK marketing director of De Witt, said: "We had a very

successful relaunch for the brand in 2000, demonstrated by the fact that

sales in 2001 are up more than 50 per cent on the same period last


Best known for its Witch Stick, the expanding skincare range, which is

based on natural witch hazel, now includes face wash, body wash, clear

pore gel, daily cleansing lotion, skin treatment gel and sun sore

soothing gel.

Fowler added: "To ensure Witch continues to strengthen its position in

the natural skincare market, we wanted a campaign that challenges and

gives stand-out. We are confident that this latest activity will prove

popular with both consumers and retailers, while supporting both the

existing range and planned new products for 2001."

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