W&K plays on tried and trusted theme for Mitchum brand

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