Wieden & Kennedy London has launched its first work for Revlon's
Mitchum anti-perspirant brand since picking up the account from Rainey
Kelly Campbell Roalfe/Y&R in April.
The business had been dormant for almost eight years, but now Revlon
aims to raise the profile of the anti-perspirant to something
approaching its awareness in the US and capitalise on a grassroots
popularity that it believes is building around the brand.
The press and poster drive features twin executions that aim to build an
irreverent, straight-talking appeal with the endline: "Tried, trusted
but not trendy." One includes a quirky commentary on Mitchum's packaging
under the headline: "What you see is what you get."
The ads will run across national press, Metro, adrails and washrooms
with a view to extending brand recognition beyond the boundaries of
women's magazine readers. They were written by Richard Russell and art
directed by Richard Hooker. Media planning and buying is through Media
Edge.
