Kao takes facial wash to wider HK female audience

<p>HONG KONG: Consumer goods company Kao has booked the entire </p><p>trackside advertising space at four MTR stations as part of a HK$10 million (about US$1.3 million) campaign to reposition its </p><p>Biore brand's facial wash product. </p><p><BR><BR> </p><p>This is the first time that JCDecaux Pearl & Dean has sold the entire </p><p>trackside space in a station. The MTR ads are part of an integrated </p><p>Hakuhodo-developed campaign consisting of a TVC - a 30-second spot </p><p>featuring a woman talking about healthy skin - print, POP and in-store </p><p>sampling to reposition the brand for women 20 and over compared with its </p><p>previous teen target. "Biore has been in the market for many years; we </p><p>are keen to change the perception that the brand is for teens only. </p><p>Biore is also suitable for adults," said a spokesperson. </p><p><BR><BR> </p>

by | 09/28/2001

HONG KONG: Consumer goods company Kao has booked the entire

trackside advertising space at four MTR stations as part of a HK$10 million (about US$1.3 million) campaign to reposition its

Biore brand's facial wash product.

This is the first time that JCDecaux Pearl & Dean has sold the entire

trackside space in a station. The MTR ads are part of an integrated

Hakuhodo-developed campaign consisting of a TVC - a 30-second spot

featuring a woman talking about healthy skin - print, POP and in-store

sampling to reposition the brand for women 20 and over compared with its

previous teen target. "Biore has been in the market for many years; we

are keen to change the perception that the brand is for teens only.

Biore is also suitable for adults," said a spokesperson.