Date published: 01.09.08 - not release date

Sanex launches new brand positioning with New Year ad campaign focusing on skin cells

**Crowd of dancers mimic skin cells to demonstrate active healthy skin**

Sanex is set to launch a pan-European advertising, referencing people as ‘living’ skin cells to powerfully communicate the skin’s natural processes in a human, engaging manner, underpinning Sanex’s unique understanding of healthy skin.

“The key focus for the campaign is to celebrate healthy skin, visually illustrating its natural processes,” says Sam Deasy, Brand Director, Sanex. “Sanex products work actively with the skin cells and the creative concepts at the core of this campaign highlight the importance of this in keeping skin working to its healthy best.”

Four TV adverts, created by AMV BBDO, will run across the UK, France, Spain and the Netherlands, supported by viral digital creative, created and designed by FramFab.

“Dance choreography has been used to orchestrate over 100 bare human bodies to move and imitate human skin’s amazing, mesmerising processes,” explains Alice Hunter, AMV BBDO. “The result is an enthralling, visual spectacle that artistically captures the complex wonders of our body’s largest organ.”

“The use of dancing bodies as skin cells has allowed us to perfectly exemplify the health needs of the skin in a way that captures the imagination and inspires,” adds Sam Deasy, Brand Director, Sanex.

Four commercials in total have been produced, directed by Lucy Blaksted at Pinewood Studios. The first commercial will go live on 7th January 2007; being placed on high impact TV slots to target the Sanex core demographics of ‘active and organic couples’.

TV, print and outdoor advertising will be supported with viral executions online to encourage audiences to interact and deepen their engagement with the concept, adding texture and further depth to the campaign. OMD International is managing the media buying and planning for the campaign.

Details on the campaign can be found at (www.sanexskin.com).

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Editor’s notes:-

About Sanex …

Sanex is a brand within Sara Lee Douwe Egberts. The international head office for Sara Lee Douwe Egberts is in Utrecht, the Netherlands. Sara Lee Douwe Egberts is a part of the Sara Lee Corporation, located in Chicago, USA. Sara Lee is active in more than 140 countries and has offices in more than 40 of them. Other brands within Sara Lee include Douwe Egberts, Pickwick, Prodent, Biotex, Kiwi, Ambi Pur, Radox and Zwitsal.

Contact:

Graham Lee
immediate future
Email: pressffce@immediatefuture.co.uk
Tel: +44 (0)845 408 2031