Oil of Olay faces off rivals with print campaign

HO CHI MINH: Procter & Gamble has launched a print and

point-of-sales campaign early this month for its Oil of Olay brand in

Vietnam.

The campaign reiterates the moisture replenishing qualities of the

brand, using two versions of a beach scene to demonstrate its

efficacy.

The visuals run side by side - the first shot shows the profile of the

face in the sand, and the second has the profile in the water to drive

home Oil of Olay's ability to moisture and replenish skin.

Saatchi & Saatchi Vietnam created the campaign for one of the

biggest-spending categories in women's titles. Oil of Olay competes

against Nivea, Pond's and Lancome.

"The brief was to get across the message that the sun can make skin dry

and rough, hence the image in the sand, but Oil of Olay can replenish

skin and bring it back to life," said Saatchi creative director Paul

Ewen.