Dec 14, 2006

P/S calls for smiles in brand campaign

Unilever toothpaste brand P/S has launched a campaign with simple a call to action: smile.

The campaign, by Lowe Vietnam, uses TV, print, outdoor, activation and point-of-sale. The commercial features a brand anthem sung by Miss Vietnam, Ngoc Khanh.

Lowe also manufactured a PS brand mascot â” a giant walking smile â” in the hope of creating a 'smile craze'.
Meanwhile, a variety of branded portraits, which range from a young child to an elderly worker, run alongside in print.

The campaign has met with unprecedented consumer...


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