P&G gets sunny in new seasonal campaign

<P>Fresh from winning a Cannes silver for its innovative outdoor work in 2005, Procter & Gamble is unveiling a new combined push dubbed 'Enjoy the sun' for its Pantene and Olay brands.</P> <P><br><br><BR>As P&G Singapore country marketing manager Jopa Malantic explained, the decision to combine Pantene Sun Rescue Shampoo with Olay White Radiance Mask was down to the ability of both products to offer protection and recovery from exposure to the sun's rays.</P> <P><br><br><BR>"Both have the same beauty benefits of repairing the damage the sun has wrought on one's hair and skin," said Malantic. </P> <P><br><br><BR>In conjunction with local creative boutique Catapult and Zenith Media, P&G has rolled out a series of eye-catching outdoor executions, effectively turning Singapore bus shelters into beach-like destinations.</P> <P><br><br><BR>"We wanted to link (the concept) back to the season as well as the consumer insight," said Malantic. "A lot of Singaporeans love to go to the beach, so we wanted to portray that feeling of enjoyment."</P> <P><br><br><BR>The campaign, which also includes print advertisements in the Today newspaper, is targeting a slightly younger 15 to 30 age demographic than the two brands' usual core audiences. Malantic said this was because of the summer skew for the initiative.</P> <P><br><br><BR>Both Pantene and Olay lead their respective categories in Singapore. P&G won silver at Cannes for its Pantene work. work. on' blitz.</P>