Oil of Olay faces off rivals with print campaign

<p>HO CHI MINH: Procter & Gamble has launched a print and </p><p>point-of-sales campaign early this month for its Oil of Olay brand in </p><p>Vietnam. </p><p><BR><BR> </p><p>The campaign reiterates the moisture replenishing qualities of the </p><p>brand, using two versions of a beach scene to demonstrate its </p><p>efficacy. </p><p><BR><BR> </p><p>The visuals run side by side - the first shot shows the profile of the </p><p>face in the sand, and the second has the profile in the water to drive </p><p>home Oil of Olay's ability to moisture and replenish skin. </p><p><BR><BR> </p><p>Saatchi & Saatchi Vietnam created the campaign for one of the </p><p>biggest-spending categories in women's titles. Oil of Olay competes </p><p>against Nivea, Pond's and Lancome. </p><p><BR><BR> </p><p>"The brief was to get across the message that the sun can make skin dry </p><p>and rough, hence the image in the sand, but Oil of Olay can replenish </p><p>skin and bring it back to life," said Saatchi creative director Paul </p><p>Ewen. </p><p><BR><BR> </p>